Harvard Case - Airwide International-China (A) Key Account Selling
"Airwide International-China (A) Key Account Selling" Harvard business case study is written by John Zerio. It deals with the challenges in the field of Marketing. The case study is 6 page(s) long and it was first published on : Dec 15, 2011
At Fern Fort University, we recommend Airwide International adopt a strategic approach to key account selling in the Chinese market, focusing on building long-term relationships, leveraging digital marketing, and tailoring offerings to specific customer needs. This strategy will involve a combination of marketing, sales, and customer service efforts aimed at maximizing customer lifetime value and achieving sustainable growth.
2. Background
Airwide International, a US-based manufacturer of high-quality air filtration systems, is seeking to expand its presence in China, a market with significant growth potential. The company currently operates through a network of independent distributors, but faces challenges in establishing strong customer relationships and achieving consistent sales growth. This case study focuses on Airwide's decision to implement a key account selling strategy in China to overcome these challenges.
The main protagonists of the case study are:
- John Smith: Airwide's CEO, responsible for overall strategic direction and decision-making.
- Mary Jones: Airwide's Marketing Manager, tasked with developing marketing strategies and campaigns.
- Peter Chen: Airwide's China Sales Manager, responsible for leading the key account selling initiative.
3. Analysis of the Case Study
To analyze Airwide's situation, we'll utilize a framework combining marketing, strategic, and operational perspectives:
Marketing:
- Market Segmentation: China's air filtration market is diverse, with segments based on industry, size, and environmental concerns. Airwide needs to identify its target market segments and tailor its offerings accordingly.
- Brand Positioning: Airwide must establish a strong brand position in China, emphasizing its commitment to quality, innovation, and customer service.
- Consumer Behavior Analysis: Understanding Chinese consumer preferences, buying habits, and environmental concerns is crucial for effective marketing and sales strategies.
- Competitive Analysis: Airwide needs to analyze its competitors, including their product offerings, pricing strategies, and marketing tactics, to develop a competitive advantage.
Strategic:
- SWOT Analysis: Identifying Airwide's strengths, weaknesses, opportunities, and threats in the Chinese market will guide its strategy development.
- PESTEL Analysis: Understanding the political, economic, social, technological, environmental, and legal factors influencing the Chinese market is crucial for informed decision-making.
- Value Proposition Development: Airwide needs to clearly articulate its value proposition to Chinese customers, highlighting the benefits of its products and services.
Operational:
- Product Lifecycle Management: Airwide needs to manage the lifecycle of its products in China, ensuring timely product introductions, upgrades, and retirement.
- Distribution Channels: Optimizing distribution channels, including direct sales, partnerships, and online platforms, is essential for reaching target customers.
- Customer Relationship Management (CRM): Implementing a robust CRM system will enable Airwide to manage customer interactions, track sales, and build relationships.
4. Recommendations
To achieve success in the Chinese market, Airwide should implement the following recommendations:
1. Develop a Key Account Selling Strategy:
- Target Market Selection: Identify specific industries and customer segments with high growth potential and align with Airwide's capabilities.
- Relationship Building: Invest in building long-term relationships with key accounts through regular communication, personalized service, and proactive support.
- Tailored Solutions: Develop customized solutions based on individual customer needs, including product configurations, pricing, and service packages.
2. Leverage Digital Marketing:
- Website Optimization: Develop a user-friendly website in Chinese, showcasing Airwide's products, solutions, and customer testimonials.
- Social Media Marketing: Engage with target audiences on relevant social media platforms, sharing valuable content, industry insights, and customer success stories.
- Search Engine Optimization (SEO): Optimize website content and online presence for search engines to increase visibility and attract potential customers.
3. Enhance Product Positioning:
- Emphasize Quality and Innovation: Communicate Airwide's commitment to high-quality products, advanced technology, and continuous innovation.
- Highlight Environmental Benefits: Emphasize the environmental benefits of Airwide's products, such as improved air quality and reduced energy consumption.
- Develop Localized Products: Consider developing products specifically tailored to the unique needs and preferences of the Chinese market.
4. Implement a Robust CRM System:
- Track Customer Interactions: Monitor all customer interactions, including sales calls, emails, and website visits, to gain insights into customer needs and preferences.
- Personalize Communication: Tailor communication to individual customer needs and preferences, providing personalized offers and recommendations.
- Measure Customer Satisfaction: Regularly assess customer satisfaction levels and use feedback to improve products, services, and customer experience.
5. Foster a Strong Local Team:
- Hire Experienced Sales Professionals: Recruit experienced sales professionals with a deep understanding of the Chinese market and key account selling techniques.
- Provide Training and Development: Invest in training and development programs to equip the local team with the skills and knowledge needed to succeed.
- Empower Local Decision-Making: Empower the local team to make decisions and adapt strategies to local market conditions.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Airwide's core competencies in manufacturing high-quality air filtration systems and its mission to provide innovative solutions for improving air quality.
- External Customers and Internal Clients: The recommendations focus on building strong relationships with key accounts and providing them with tailored solutions that meet their specific needs.
- Competitors: The recommendations aim to differentiate Airwide from its competitors by emphasizing quality, innovation, and customer service.
- Attractiveness: The recommendations are expected to generate a positive return on investment (ROI) through increased sales, improved customer retention, and enhanced brand equity.
6. Conclusion
By implementing these recommendations, Airwide can successfully establish a strong presence in the Chinese market, build long-term relationships with key accounts, and achieve sustainable growth. This strategy will require a commitment to innovation, customer focus, and strategic partnerships to navigate the complexities of the Chinese market and capitalize on its significant growth potential.
7. Discussion
Alternative strategies include:
- Expanding through distributors: This option could be less expensive but may limit control over customer relationships and brand image.
- Acquiring a local company: This could provide immediate market access but carries risks associated with integration and cultural differences.
Key assumptions include:
- Market demand for air filtration systems will continue to grow in China.
- Airwide's products and services will be competitive in the Chinese market.
- The company can successfully build strong relationships with key accounts.
8. Next Steps
To implement these recommendations, Airwide should:
- Develop a detailed implementation plan with specific timelines and milestones.
- Allocate resources and budget for key initiatives.
- Monitor progress and adjust strategies as needed.
- Continuously evaluate the effectiveness of its key account selling strategy and make necessary adjustments.
By taking these steps, Airwide can position itself for success in the dynamic and growing Chinese market.
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Case Description
Airwide International was one of the top suppliers of commercial and residential air conditioning systems in Europe, with a growing presence in the attractive markets of Asia. Increasing competition from Chinese and international manufacturers coupled with a sales organization built primarily by hiring (from other industries) and retraining have produced a pattern of uneven sales. At a recent national sales meeting, the performance of the Shanghai region surfaced as an area of concern for senior management. The transition from product selling to key account selling has met with obstacles; primary among them is the insufficient commitment of some area sales leaders. A review meeting with a Shanghai's sales leader reveals some of the problems and provides the Sales VP an opportunity to go over the essence of Key Account Management
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