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朴敬淳 啓明大學校 産業經營硏究所 1978 經營經濟 Vol.9 No.1
The purpose of this paper is to establish the better marking channel strategies for the big enterprises in our country willing to invest in foreign countries. All data of this thesis are theoretical surveys and emphasize consumer goods more than industry goods. Examples in this study are American Sharpes Company producing razor in India , the undeveloped country, and International Foods Company producing evaporated milk in the United Kingdom and West Germany, the developed ones. There are seven conclusions drawn from this paper, and they are as follows: Firstly, in selecting the marketing channel of Multinational Corporation, there are two problems to analyze-technical and social problems. The former include products, prices, brand and channel, the latter are social systems, roles and behavior of the consumer, interaction, and management. Secondly, function and structure of MNC marketing are similar to domestic marketing channel. But MNC's marketer must consider the political, cultural and legal regulations of host countries, also analyze economic and rapid products supply, good after sales service, communication, channel structure, advertising and sales promotion actions. Thirdly, in order to mange the above conclusions efficiently, MNC's marketer should take account of market size and ownership, his brand's competitive position, political/economic factors, and problem/opportunity analysis. Fourthly, in case of Sharpes Company producing razor in India, the less developed country, MNC's marketer must consider marketing channel; rates of using local wholesalers having in charge domestic retailing shops must be a above 50%, national and family-integrated wholesalers must be under 50%. Accordingly, marketers of MNCs in India must take into account wholesalers to affect a number of retailers. Fifthly, MNC's marketers must possess much more product stocks in the less developed countries than in the developed ones, because they don't have advanced traffic networks. Sixthly, in case of MNC's marketing channel strategies of Interational Foods Company which has invested in the United Kingdom, they do not make of wholesalers and employ their own salesmen who sell their products directly to the ultimate consumers and the retailers. By doing so, they reduce their length of marketing channel and costs of distribution, while raising high salses volumes. Finally, length of marking channel of International Foods Company in West Germany is very long, but they employ sales forces to take full charge of wholesalers and the retailers. By using the wholesalers and the retailers, they got brilliant ideas from channel institution, and also they can teach them of good methods of management to extend their market shares.