Transformation of Channel Strategy - A turnaround case in Korea
Date Issued
2011
Date
2011
Author(s)
Lee, Wei-Cheng
Abstract
In Taiwan, OEM is the pillar industry for many enterprises, but their marketing abilities are still in a weak state. As for marketing oriented corporate or market branding commerce, managing sales channels is becoming a key factor for success in the marketplace. Competing with the counterparts using the changes in the frequency and strength for sales channels, most enterprises carry out continuous relative adjustments to their own business models, and sometimes it could lead to either a radical change or a small adjustment. The models of sales channels of each business might alter with times, while channel strategy adjustments should go hand in hand with service innovation, providing certain dealers with more manpower, financial and material resources.
The basic structure of this dissertation is to start with the operation strategy of overseas market access and the three operation steps categorized by environment changes in different periods are going to be shown when in front of Korea that has a different native language from Taiwan. When there are changes in the economic situation of Korea and even in the whole competition environment and channel strategy, they should make adjustments to their operation strategy even at a cost to replace the long term dealership to keep a stable development. A case study will also be analysed to help understand the early traditional channel structures, the current five sales channels, and changes of growth and decline.
Under the pressure of market turmoil and fierce competition, the most important point is determined by the effectiveness of entrepreneurs’ decisions. In each step, we can see the effective channel operation strategy, new product innovation, brand marketing strategy and organizational structure adjustments that the case company came up with. With these strategies, the company has an opportunity to turn defeat into victory in such a competitive market and be able to consolidate the market in Korea. This paper will focus on the consumer market development of electronic dictionaries through sales channels in Korea via a range of related paperwork and market information. As a paper to arouse the interests of several overseas market sale enterprises, especially for making appropriate adjustments to see the best selling strategies in order to enhance the enterprises competitiveness for the utmost market profit in the business .
Subjects
Hi-mart
SDGs
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