Performance Evaluation Index Research Of FMCG Distributor Based On The Balanced Scorecard

In recent years,competition among the FMCG manufacturers has intensified.The distributor plays an irreplaceable role during the enterprises in China now.China's FMCG enterprises rely more on experience,less scientific methods in distributor evaluation.There is no scientific evaluation system in the distributor's performance evaluation.The modes of the distributor's performance evaluation are oriented for results in the long time,meanwhile,the use of evaluation system mainly is financial indicator.Therefore,establishing a set of scientific and effective performance evaluation system can lead the distributors to improve their management skill,and improve distributors' margin and return on investment.In this paper,combination of documental analysis and case study is used as the method of research.And Mondel?z International is chosen as the object of study.First,an introduction of Mondel?z International's background is made,which helps to reveal lead to the problems existed in the current performance evaluation system and indicates the necessity to introduce the Balanced Scored Card.Second,decompose the strategic of the company and refine the strategic objectives.And then combining the actual situation of Mondel?z and the distributor,design the new distributor performance evaluation system based on the Balanced Scored Card.In the end,this paper shed light on potential problems that might arise during the implementation of the approach and supporting measures it required.This paper studies distribution channels evaluation system for the FMCG companies which has been hardly researched until now.The results of this paper can offer FMCG industry general assessment of the distributor's performance,so it is a study with certain practical value.