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Redesignation of the Wacker Chemicals (China) Silicone Material’s Marketing Channel

Author: LiangBin
Tutor: HouLiMin
School: East China University of Science and Technology
Course: Business Administration
Keywords: Marketing channel Silicone material Marketing channel designation
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 56
Quote: 1
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Abstract


Due to use of old and traditional marketing channel, Wacker Group which is one of the leader of silicone material supplier China branch has low market share and low turnover increase rate every year even in the situation of blooming needs of silicone material in China, they urgently need a redesignation and reorganization of their Marketing channel. Base on above introduction this article’s topic is focus on how to improve Wacker Chemicals (China) silicone material’s marketing channel. According to the theory knowledge and all the factors which influence marketing channels we come to a conclusion what is the best marketing channel for Wacker Chemicals (China). Firstly, we divided silicone department of Wacker Chemicals (China) into three parts:(1) General purpose silicone material; (2) High voltage electric use silicone material; (3) Low voltage electric use silicone material. Then based on the difference of the three parts’ marketing strategy, marketing channel requirement, market factor, product factor and company factor we designed the most suitable marketing channel for Wacker Chemicals (China). I wish this article will be helpful for the reorganization of Wacker Chemicals (China) marketing channel and have positive impact on those companies who are in the similar industry.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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