The Hg Company Marketing Channel Design

Marketing channel is also called trade channel, which is the channel that the products or services move through to ultimate consumer directly or indirectly. For enterprises, marketing channel act as bridge to consumer is a extension for company.Marketing channel has become more and more important role for the development of business core competence, not a common work any more. And the right channel strategy can intensify core competitive advantage of enterprises. This can make the enterprises keep the advantage in the hard marketing environment. In the current situation, competition among enterprises became harder than ever. So marketing management has been the most important part of the business management.The H Group is a leading supplier of solutions and services for electro technical installation in residential and commercial buildings as well as for industrial applications, The family owned company operates worldwide employing approximately 11,000 people generating a turnover of 1.3 bn€.. The H Group has 29 production plants in 12 countries. The sales organization in 55 countries is supported by more than 7000 distribution bases of our wholesalers. A close relation to the customers and retailers brings a strong presence on the local markets.The H Group enters in China at the beginning of 21st century, they use the same way to develop the China market, and H Group found a famous switch company—T International Inc as their general agent. At very start of this cooperation, they got a both-win, but T Inc found there is a huge commercial opportunity in this market. So they did the own business in this area. The activity made a very negative effect to the H Group. And then, H Group began to find other partner like T Inc. but the result was not good.This article analysis the advantage, disadvantage, opportunity and threat with the application of SWOT method according to the internal and external environment of H Group. according to marketing channel theory, it has made a detailed analysis of channel development, channel choice, channel management, The analysis in this article is made according to the marketing channel strategy of H Group, hoping to construct, standardized and consummate the channel management system suitable for H Group, and promote the sales work. long-term development. This analysis not only has a strong practical meaning to the channel establishment and improvement of H Group, but also has a certain reference value to similar enterprise how to establish the competitive advantage.