DEVELOPING A DISTRIBUTION STRATEGY FOR THE GENERATOR BUSINESS
China Qianjiang Group is situated in the Southeast China, 480 kilometers from Shanghai City. China Qianjiang Group, with 12,400 employees, manufactures and markets a wide variety of products, including small electrical power generators for home use and light business use. While enhancing its domestic market share, Qianjiang Group actively seeks opportunities to extent the companyÆs reach to overseas markets. Today, the companyÆs products are exported to more than 39 countries and regions in Europe, North America, South America, the Middle East, and Southeast Asia. The company has annual revenue of US$453 million from its major businesses, earning a net profit of US$25.4 million annually (China Qianjiang Group, 2004a).
This research develops a proposed distribution plan for the small home generators manufactured and marketed by China Qianjiang Group that will be sold in the United States market. The small generators manufactured by the company range in generation capacity from 1.33 kilowatts to 4.5 kilowatts. The distribution plan developed in this paper focuses on the consumer leisure business segment of the small generator business. The consumer leisure segment of the generators involves the sale of small capacity generators through distributors to end users for recreational uses (camping, and so forth), emergency power generation (in periods of power blackouts or other emergencies), and for special projects (construction site activities requiring portable electrical generation for a temporary period, as an example).
The proposed distribution is developed in five steps. These steps are as follows:
Identification of selected distributors/retailers of small electric power generators (1.33 kilowatts to 4.5 kilowatts) in the United States
Identification of the main brands against which the Qianjiang Group generators will compete in the United States
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