MD Dishwasher Australian Distribution Channel Optimization And Management

During the last30years of both opening up and reforming; the Chinese economy has experienced accelerated growth. Home Appliance, one of the fastest growth industries for Chinese exports, evolved from importing foreign technology and equipment to today’s independent research and development sectors. This has helped China become one of the major manufacturing and exporting countries for home appliances; an important participant in the global market place. With the integration of a global economy, the competition of home appliances getting fierce and the advantage of China’s Home appliance export is fading. Government support for export, RMB appreciation, material price increase, demographic dividend decrease, changing of consumer demand, development of internet marketing, etc., are pushing companies to choose more effective and successful competition models. In the future’s global market; the transition from price competition to distribution channel completion is the key factor which could make certain the sustainable growth of the home appliance enterprise.This paper, on basis of the theory of distribution channels and the research of both domestic and foreign, investigates the background and current situation of Australian distribution channel of MD. In Australia, MD dishwasher focus on OEM; excess reliance on channel members; lack of restriction and management on the channels and their members, all of which lead to a series of problems including low efficiency, limited coverage and stability decreases. In view of the above mentioned problems, a study will be conducted by combining the PEST analysis, the distribution situation of dishwashers in the Australian market and using the SWOT method to compare MD and category leader BSH; to analyze the advantage and disadvantage of MD in Australia markets; from products, brand, price, service, distribution channels and using the findings to design the channel model of MD; which re-optimizes the distribution channel structure, function and channel members. In this paper, taking full account of the fact that there will be conflict when MD OEM brands and MD’s own brand appear on the Australian dishwasher markets at the same time; it provides a differentiated design of channel structure, function and relationship for both channels. In addition of optimizing channel models, this paper systemically discusses the strategy of channel management, which covers the evaluation and standards of dealers, monetary and non-monetary incentives; distribution channel follow-up management, etc, providing guidance on effective distribution channel management of MD dishwashers in Australia.