【正文】 u) Zhejiang, (Hangzhou amp。Traps) ? Geberit distributiors have limited knowledge of Geberit product knowhow, installation and application technology ? Intensive training is a must ? The selection of toilet bowl to bine with Duofix or Chantier varies region by region ? Distributors select toilet bowls themsleves Product display Pricing Merchandiser training Product bination (Chantier, Duofix) 101 Distributors in different sales regions select ceramics by themselves Example Example: Duofix Region Ceramic provider for Duofix Shanghai Duravit Beijing Laufen Guangzhou Casero, Swell Shenzhen Duravit, Laufen Vitra Southwest Siu Fong, Swell, Casero, Amerian Standard Hangzhou American Standard Nanjing Swell, Casero 102 As to ceramic provider selection, there exist disparate responses both within and outside the anization ―Geberit should not choose Swell as the partner. Swell is a low end brand? ‖ — one regional sales manager of Geberit ―If only you promote Geberit as a leading plumbing technology provider, it doesn?t matter with whom you are bined to sell ? ‖ — another regional sales manager of Geberit ―In selecting Swell, Geberit has made a mistake. As a leading premium brand, Geberit should go for Laufen, Duravit etc. ? ‖ — one distributor in Shanghai ―Given the stock shortage of Europeimported wallhung toilets and lack of ceramic ourselves, we don?t have many options. With the aid of Swell, we could increase market influence. ? ‖ — one distributor in Sichuan Example Example: Duofix 103 Project channel GSHA 104 The core process of Geberit project sales consists of four main steps that Geberit should follow Steps Project initiation Project design Project construction/ installation/decoration Project pletion and ongoing Process Project owner and developer obtain government39。 Traps Chantier 1) 20xx 17 93 Geberit’s products are sold through 3 channels: retail and project sales through distributors and OEM Existing sales channel Geberit GSHA GDAI Distributor Project Distributor owned retail outlets Subdistributors Project Subdistributor owned retail outlets OEM Ceramic providers 94 Each of Geberit’s distributors has its own channel orientation, focusing on retail business or project sales Project Retail Gegerit‘s top 10 distributors Xiamen Hai Sheng Shanghai SEC Guangzhou Hua Run Shenzhen Xin Yue Shanghai Zhong Xin Nanjing Jin Lin Beijing Jie Xin Te 30%70%Retail Project National channel sales structure Source: Roland Berger amp。s development target is, nor do we understand our pany‘s goal… ― — one department manager Comment 87 The core petence of Geberit Europe has not been successfully transferred to Geberit China 1 2 3 4 5 6 Core petence (Europe) Advanced technology Superior quality Good pre and after sales services Good technical support Brand / reputation Strategic relationship with distributors and influencers (. installers, architects, etc.) High technology High quality Haven‘t been well set up Poor technical support Not established Not established Core petence (China) 88 The differentiation strategy that could be applied to Geberit Europe can’t be successfully implemented in China Premium technologyamp。 Marketing 81 B1. Strategy evaluation 82 Corporate strategy analysis 83 Geberit’s corporate strategy in China is to promote exposed, and concealed cisterns and tank fitting products Vision Strategy Shanghai Daishan ? Aims at being the leading brand and supplier of high quality watersaving and maintenancefree plumbing products and being the market leader in concealed plumbing technology ? Aims at being the leading brand and supplier of flushing products with superior quality and being the market leader in flushing technology ? Concentrate sales and marketing resources to promote exposed and concealed cisterns ? Concentrate sales and marketing resources to promote tank fitting products Geberit’s corporate strategy ? Perate into China market promoting exposed, concealed cisterns and tank fitting products 84 Although GSHA developed a strategy when founded, strategic objectives haven39。 BWO Chantier Source: Roland Berger amp。 Shenyang) Northwest (Xi’an) Southwest (Chongqing