Study On Marketing Distribution Management Of Wall's China

Fast moving consumer goods industry is currently in the fastest development speed in consumer market. In the meantime, however, some problems exist in its marketing channels like instability and incompatibility, which has exerted influence on enterprises' operating efficiency, competitiveness and management security.This dissertation has combined the methods of literature review and case study. It selects Wall's(China) as its research objective to analyze its distribution management based on related theories. And some problems are explored such as difficulty n managing wholesalers and high frequency of fleeing goods. And through market research, the causes to these problems are concluded as follows: firstly, Wall's has ignored channel members' interest when formulating market strategies. As a result,channel members' interests are not consistent with the company and thus cannot be regarded as partners. Secondly, when selecting distribution members, Wall's usually focuses on candidates' circulation ability and financial power, ignoring other key soft factors like credit, values and managing concepts. Thirdly, Wall's still hasn't transformed its concept from managing market to servicing the market. It even asks channel members in different quality to manage distribution channels, which will lead to limited service for consumers thus making the occurrence of conflicts possible.Inadequate caring and training to new employees have led to a high rate of turnover.As a result, services for terminal customers will be insufficient.Based on the analysis of Wall's distribution management, some suggestions for improvement have been put forward. Firstly, Wall's need to re-structure its standard of selecting channel members for partnership; secondly, it is suggested to take incentive countermeasures to initiate distributors' positivity; managing teams to control retail terminal should also be established to provide more professional service for distributors, thus reducing the occurrence of conflicts. At last, this dissertation is aimed at providing reference to other FMCG companies' distribution management.