Case Study: MR Company Sales Strategy

With the domestic economic full speed developing, the electric power industry as themost important basement energy resource in the national economic also has a leapdevelopment. In the same time, development and reform go with coexistence. In such marketbackground, all actives in China power market electric power equipment suppliers, to seek thewinning market; they started according to their real situation, and adjusted their sales strategyaccording to the market changes constantly.This article chooses the MR Company of Germany as representative of foreign company;its core product is the oligopoly product and monopolized market. There are few competitorsin the International market. They through the authorized production and agent came into theChinese power market in late1980’s. And they achieved remarkable marketing. However,they established sole proprietorship Sale Company continues to develop power market inChina since2006, their sales strategy appeared many problems and very typical.This paper analysis and research via MR Company this case, we analysis from thecurrent market environment, the target customers, competitors, industry conditions, productcharacteristics, the company SWOT analysis and other aspects, we know that its sales strategyon this basis have some problems that the authorized production missteps, the exclusive agentimproperly, OEM sales strategy mistakes, bundling one-sided, the matrix of the sales strategydisorganized etc. We analyze and explore the internal reasons. For solving these problems andgive constructive advices that the hidden OEM sales strategy, sales organization structurechanges, the value of sales strategy, bundling strategy, sales strategy of export items, servicesstrategies for sales and to be system described. It should provide constructive advice for thecompany in the development of selling strategies.We hope it is useful&helpful to make suitable sale strategy for MR Company’smanagement layer. In the same time, this case can provide a very typical case reference to thedomestic enterprises go out to occupy the international market.