| In this article, the first chapter introduces the current sales situation of BAK Indian Telecom. Here will formulate it by three aspects.First, it introduces the background of the company. The full name of the company is SHENZHEN BAK BATTERY CO. LTD., and the company was founded on 2001. The company is foreign-owned, hi-tech company and combined the research and development, production and sales of Li-ion battery cells. Currently BAK has become one of the largest Li-ion battery and cells manufacture in the world. Secondly, it aims at analyzing Indian market's peculiarity. Indian mobile phone market has become one of the fastest growing markets in the world. Indian cell phone battery market has its own character. Indian after-sale mobile phone market has a big demand of batteries, and has a big consuming group. The mold of mobile phone transcending as a gift has increased the demand, because the original battery sales quantity is quite small. But currently the batteries in the market are all unqualified and low-priced. And the market is unstable and in chaos. What is more, there are large quantities of fake batteries flooding in the market. Finally, it analyzes the major situation of BAK in Indian market. First, in macroscopical aspect, there are problems existing in bilateral trade of Indian and China. The prejudice policy of Indian government forms a obstruction for Chinese enterprise entering into Indian market. The confliction between two parts intensified. Secondly, in macrosmical aspect, the unique industry structure is another different problem from that in China BAK is facing when entering into Indian market. Because of the lack of transcontinental management and consuming goods sales experience, we will adopt local method, hair local people with the experience of channel distribution to run Indian company.In the second chapter, it analyzes the competing situation of Indian market. First, the competing companies mainly come from Chinese battery cells or battery pack manufactures. And now the competing companies all foresee that Indian market is a good potential customer. The sales quantity of Chinese battery manufacture currently is about 600,000. The Chinese pack factory all have their own strategy to enter the Indian market. Secondly, it analyzes the character of BAK by adopting the method of SWOT. It formulates the opportunity from the aspects of marketing, competition, brand, service, quality, technique, price, channel and promotion. The advantage of BAK is obvious; the scale of BAK is the biggest of the domestic companies. As a result, the advantages of our products and cost stand out. In the disadvantage part, the main problem is that BAK does not have a mature consuming system. At the same time, there are threatens in the sales of Indian pack battery, it mainly is fund and popularity as well as the relationship with upper manufactures.In the third chapter, it states the specialty of Indian cell phone market and the choice of target market. The major character of Indian mobile phone and battery market is: the consuming market of mobile phone is increasing; the hi-end cell the replace rate of phone battery is high. The mobile phones in Indians market are mainly brand phones, and NOKIA takes the largest part of Indian market and the sales are mainly in distribution shop. The mobile phone sales market is still immature; the manufactures including many operators are still nourishing local Indian markets. In mobile phone market, the distributors are concentrating and usually do not do details; the traders are many and they would like to do their own brand. The key point of products is price. Indian consumers used to buying in too methods: one is group purchasing and second is individual marketing. In terms of the"second-level market"of India, there are two detailed dividing way, first is by city area, second is by sales target. The targeting consumer are defined as young business people.Chapter 4 Sales strategy for mobile phone battery market in India includes our sales target and exact strategies.Our present sales target : In the fiscal year of 2008, Bak's sales for finished batteries in India market should reach 50Million at least, sales volume for mobile phone batteries should reach to 5million , which takes up 10% amount of India market. Mid-term and Long-term target : BAK's mobile phone batteries will grow up in the speed of 100% in India Market from 2009-2010 and will take up 40% of India market in 2010, which makes BAK be the top brand in India . We integrate several strategies together. Products strategy: We have high, medium and low grade of producing lines, which can meet different kinds of customers. Distribution channel: Bak will have branch for sales in the way of consulting company and providing finished batteries. This branch will be in charge of the whole India market and will help trader form their own distribution channel. Price strategy: skimming pricing, which means the products will be sold in local market with high price, 500 Rupee around.) Promotion strategy: Bak will appear in the market as a new and high image brand. Brand strategy: the characteristics of our brand E-life is young, free and powerful, which makes it become a good and practical brand. Service strategy, we will strictly promise our customer the guarantee of repair, replacement and refund, set up healthy and prefect service net-work. Integrated Marketing plan: We will integrate India public sources with different field sources and makes both of us grow up together.In the last chapter , mainly to formulate how to implement marketing and how to control of sales strategies. In order to guarantee India Company operation, we made development of organizational structures and rules and regulations to ensure. Regarding the short and medium and long-term plans for the task decomposition, which will be sold each year , the monthly number of the specific needs to be done. Finally, through budget and cost control to ensure that the interests of the company will not be harmed.India Branch must have strict, reasonable standards for evaluating the performance and assessment, as well as the Office of the costs and budget variance analysis and comparison, the cost to optimize the use and control.We can get the following conclusion:1. The promotion and sales on Indian market is different from domestic market. BAK can not sell battery cells in India, because the manufacture industry is not developed, and there are few manufactures can buy battery cells and pack in India.2. Indian market is the largest potential mobile battery market. It is mentioned in this article that India mobile phone users grows the fastest in the world now, it is the fourth country with the fast developing of telecom and mobile phone after U.S, Russia and China.3. The sales strategy and implementing plan in Indian market should adapt to Indian tradition and real situation. This article solves this problem from analyzing the action of Indian customer, understanding the character to make the according marketing strategy and sales target.4. BAK are qualified enough to do the battery sales in India. The SWOT analysis in this article mentions the advantages of BAK in battery cell manufacture field; the capability of supplying products, the combination of advanced equipment and Chinese cheap human resources; capability of purchasing raw material; all of which satisfy the objective need of Indian market. What Indian market needs is just: large quantity, cheap, stable quality products. |
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