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Title: Skyworth TV : channel dynamics and growth in China's rural market
Authors: Luk, ST
Chen, ISN
Coombes, J
Keywords: Distribution channels
Buyer behaviour
Government policy
Product portfolio
Household appliances
Rural markets
Issue Date: 2014
Publisher: Emerald Group Publishing Limited
Source: Emerging markets case studies, 2014, v. 3, no. 4, p. 1-13 How to cite?
Journal: Emerging Markets Case Studies 
Abstract: Title– Skyworth TV: channel dynamics and growth in China's rural market.
Subject area– Marketing.
Study level/applicability– Target audience this decision case has been tried and tested in a classroom setting with final-year undergraduate BBA students and postgraduate students studying an MSc in marketing. The specific course in which this case was used was marketing management in China. This case may also be suitable for an undergraduate or masters level courses in consumer behaviour, distribution management or marketing in China. The case covers environment analysis, market segmentation, consumer behaviour and distribution channels.
Case overview– Skyworth, a Chinese manufacturer of television sets, was faced with some major decisions. Government subsidies on consumer purchases of household appliances had stimulated demand for TV sets especially in rural areas. However, there were limited distribution channels serving rural areas. Large-scale nationwide chain stores like Gome and Suning served mainly urban areas and top-tier cities. These retailer chains were less interested in selling TV sets as their profit margins were lower. How should Skyworth set up its distribution network to take advantage of the growth in rural markets? Establishing its own channel network would involve huge investments that would affect Skyworth's profits in the next few years. Relying on existing retailer chains may not give it the coverage it wanted. Skyworth's brand reputation had also suffered because of poor product quality and customer support. Can the distribution channel network help to improve its brand reputation and customer loyalty? This case highlights how government policies in China can shape the growth of the household appliance market and change consumption patterns.
Expected learning outcomes– By studying this case, students will:1. Examine how environmental factors affect television manufacturers in China;2. Understand the buying behaviour of rural households for household appliances;3. Examine distribution channels in an emerging market;4. Evaluate a company's product portfolio strategy; and5. Suggest segmentation bases for the market for television sets in China.
ISSN: 2045-0621
DOI: 10.1108/EEMC-10-2013-0032
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