Case Research On Marketing Channel Of GITI Tire (China) Investment Co., Ltd.

With China economic developing rapidly in the recent years, the foreign and home tire manufacturing enterprise are attracted by the tire market of China. The market becomes more competitive.In order to seize market share, it is very important for the GITI tire company to manage marketing channel and service.The case includes the history of the GITI tire company, it introduces the GITI tire company to make marketing channel design, choice, management and service in the tire market of China and takes some achievements. But it has some problems. The main competitor (For example, Bridgestone tire (China) investment co., ltd. and Hangzhou z-c rubber co., ltd.) manages and serves strongly for retailer in 2009, however, the GITI tire company conforms still intrinsic mode to sale. As a result, sales is down. Sales is 4.4 billion from January to April in 2009. Comparing with the same period of last year, it reduces 1.3 billion. "No.1 in China" is got by the competitor.In the case analysis, passing to analyze problems of marketing channel management and service, it finds the key. On the basis of comprehensive case analysis, the thesis put forward appropriate marketing integration strategies including marketing channel management and service strategies for the reference of the GITI tire company in sales.In the case theory, passing to make all kinds of efficient advices, sales is 7.3 billion from January to August in 2009 . But now, it is No.3.By finishing the thesis, the writer has widened and deepened the knowledge of marketing theories which supplies guidance for market assignments in the future.