【正文】 roduct Channel Brand Chantier, concealed cistern Focus on retail channel, plemented by selected projects Premium brand Not clearly defined Public products, concealed cistern, Chantier, BWO amp。 80 B. Strategy evaluation and Sales amp。 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。 Traps, HDPE amp。 Partners‘ analysis 85 In general, GDAI’s strategy is more simple and in the right direction Position Product Channel Brand Medium to high end Tank fitting products OEM channel Premium brand Strategy as original Defacto situation High end achieved, medium end in development Inplete product range in the medium end segment Through OEM selling to ceramic providers High reputation among industry 86 The vision of GSHA is neither shared within the pany, nor is it municated “ I have no idea what our pany aims at in China… ― — one regional sales manager ―Geberit is doing its business without any direction… ― — one department manager ―We don‘t know what Geberit is, is it a sanitary product provider or sanitary accessory producer?‖ — one distributor in Shanghai ―We seldom know what the top management 39。 innovation Premium quality Premium customer services Premium brand amp。 BWO Chantier Source: Roland Berger amp。 analysis Current Geberit product strategic focus 91 B2 Sales amp。 Pluvia Public products BWO amp。 Partners‘ analysis 95 Retail channel GSHA 96 The core process of Geberit retail sales should be divided into four steps: targeting of retail coverage。 Shenyang) Northwest (Xi’an) Southwest (Chongqing amp。 Kunming) Jiangsu (Nanjing Wuxi amp。 Ningbo) Retail coverage Y Y Y Y Y Y Y Y Y Number of outlets 15 5 15 9 3 2 8 9 4 Product sold Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO Traps BWO Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps Chantier Duofix BWO / Traps 99 Geberit has neither intention nor leverage to monitor distributor’s work operations and there are no guiding policies in setting up subdistributor work ―GSHA only sets sales volume target, we can not influence our distributors? ‖ — one regional sales manager of Geberit ―Unlike Kohler, Geberit has no distribution work development policies to guide us ? ‖ — one distributor in Nanjing, Jiangsu province ―Geberit Shanghai only cares about sales figure. They have no clear planning ? ‖ — one distributor in Guangdong province 100 There are a number of factors affecting Geberit’s retail sales Factors affecting ? Signigicant differences from region to region ? GSHA does not provide enough display board, lighting boxes and product catalogue to distributors ? Geberit image shop/counter concept hasn?t been implemented (initiated by Mr. Schuette) ? Poor marketing support ? For same products, there are noticeable differences among distributors even in the same city, along the same street ? Certain products pricing too high (Chantier, BWOamp。s approval and set conditions, project scope etc. Design institute run for project design bidding. If successful, design institute then work out the design drawing including engineering drawing of waste drainage system and roof drainage system Construction panies run for project construction bidding. The winner will carry out the construction and