YUTONG
After the successful implementation of the international market marketing strategy, international market channel management design, and marketing organization transformation, Yutong quickly became the leader in the Chinese bus market, significantly pulling ahead of the second-place competitor and substantially increasing its market share in the international market.
In 2008, KMG successfully implemented the Yutong Group's international market marketing strategy project. Yutong Group is the largest commercial vehicle group in Asia and the third-largest in the world. The core of this project was to redesign Yutong's international market marketing strategy and management system to achieve the goal of having 30% of sales revenue from the international market by 2015. The implementation process involved two major organizational changes:
1. Designing a formal marketing planning process and method to closely integrate headquarters marketing functions with frontline marketing functions in the international market. KMG developed a new marketing planning process, including processes and plan templates, marketing information demand tools, headquarters marketing job task descriptions, country manager job task descriptions, and performance assessment criteria for Yutong.
2. Designing a new approach to channel management to improve the efficiency of channel management and enhance the cooperation of independent distributors. KMG developed a completely new channel management system for Yutong, focusing on channel classification, customer classification, and channel deliverables. This new system clarified for Yutong's management what kind of incentives and benefits should be given to channel partners in different situations. It also strengthened Yutong's management and incentives for channel members by linking rebates to the final customer and channel level, thereby enhancing Yutong's marketing capabilities in various national markets.
