OBI marketing strategy analysis--Essay代写范文

国际市场营销学Essay代写范文:“OBI marketing strategy analysis”，这篇论文主要描述的是德国的欧倍德公司是一间在建材行业有着很大的名气的跨国公司，该公司在开拓中国的市场时将以往的经营模式与中国市场的实际情况相结合，想要通过自己世界级的建材购物体验打入中国的建材市场中，采取了国际惯例、本地经营的管理理念来对中国市场进行管理，欧倍德公司认为将顾客当成市场营销的中心，这是迎合中国消费者最好的战略。

As a superstar in China’s construction materials industry, Li Fengjiang focuses on combining OBI model with the practical status of China market. At the beginning, he tries to win over Chinese consumers from traditional markets by a world-class shopping experience, while after that, he adjusts the product lines and increases the percentage of local products, which can be described as “international management, local operation”.  Li recruits local professional managers who have profound knowledge of China and the world. Later, he also carries out customer-oriented method which is also better cater to Chinese people. A significant part of his strategy also is reflected in his region-centered plan.

1. What is right and wrong about Li’s strategy in China 在中国，OBI的战略是正确还是错误？

Wrong: At the beginning, he tries to provide world-class shopping experience to Chinese consumers so as to win over them from traditional markets. Through the establishment of Wuxi store, Li puts huge amount of human resources and money without getting a good feedback. He focus too much on OBI prototype without relating it with the reality of China market and Chinese consumers’ shopping habit.

Right: After the failure of Wuxi Store, Li focuses on the reality. He hires Chinese professional managers and focuses more on Chinese consumers’ habit in shopping. He also makes localization strategy of region-centered plan, which considers the differentiation of different region, so as to conduct different plan.

2.What is right and wrong about the OBI China Strategy after Li? OBI的中国战略哪些是正确，哪些是错误的？

Wrong: After Li’s resignation, OBI carries out the strategy of centralized management. OBI re-adopts firm restrictions and the procurement becomes more and more strict. All supermarkets have the same operation procedures without differentiation. This strategy neglects the feature of different regions and different consumers. Since Germany staff gains more power, the personnel in this group becomes unstable.

Right: German staff and Chinese business have more communication through this strategy. Chinese business can learn from German’s experience in construction material retailing for their 36-years expertise. This strategy can give China market a good channel to be more international.

3.What can you learn from this case.你从此案例中学到了什么？

We can see that OBI’s strategy before and after Li’s resignation is different, which causes different results. Li’s strategy focuses more on China market. He respects Chinese consumers’ habit and the feature of different regions in China without just moving the model of OBI in German to China. The localization is very important in business. While after Li’s resignation, the restrict framework and procurement are not suitable for China market. The communication between Germany staff and China business is good, but under the condition of fair situation.

So we can see that a good prototype can provide expertise, while if it wants to achieve success in another place, it should consider local environment so as to achieve this goal.

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