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HiteVision's Channel Conflict Management
內容大綱
In 2015, HiteVision Tech Co. Ltd., a leading Chinese enterprise in the research and development and manufacturing of interactive educational flat-panel displays (IFPDs), faced a developmental bottleneck. The general manager of the commercial product department turned his attention from the educational to the commercial IFPD market. In early 2018, during the process of entering the commercial IFPD market, the company encountered a series of channel conflicts, which were resolved by adopting a multibrand strategy. However, after achieving initial success in the commercial IFPD market, the company encountered new channel conflicts. In early 2019, the company was facing a distribution problem and an e-business channel issue. The general manager again needed to find a solution.
學習目標
This case was designed for undergraduate- and graduate-level courses on marketing management and marketing channel management. This case discusses the problems and challenges a company faced on channel management while choosing and implementing a multichannel strategy. The case explains the channel conflicts the company faced in the process of exploring new markets. It also identifies the causes of these conflicts—explaining and summarizing the company’s plan for implementation, the methods and effects of this implementation, and the conflicts that arose from applying a multichannel strategy. Finally, the case explains how a multibrand strategy resolved some conflicts, but new issues arose when the company explored new markets. After working through the case and assignment questions, students will be able to<ul><li>describe the types and causes of channel conflicts;</li><li>identify different modes of channel conflict resolution and their tactics, outlining the advantages and disadvantages of these tactics;</li><li>explain the functions of various brand strategies in channel conflict management; and</li><li> identify the problems faced in exploring new markets, and discuss possible solutions.</li></ul>