用7S框架构建塔海尔中国(英文)_市场营销论文_管理学论文__12443.doc

用7S框架构建塔海尔中国(英文)_市场营销论文_管理学论文__12443.doc

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1、用7S框架构建塔海尔中国(英文)_市场营销论文_管理学论文_  WiththerapidexpansionofChinesemarket,TuthillCorp.movedtheregionalheadquarterofEastNorthAsiafromHongkongtoShanghaitogivebetterservicetoourvaluedChinesecustomers.TuthillShanghaiRepresentativeOfficewasestablishedinSeptember,2003.IwasappointedastheChiefRep

2、resentativeandtheRegionalDirectortomainlycovertheregionofChinaandKorea.TuthillShanghaiofficeisprimaryresponsibleforthesales&marketingandserviceinChineseandKoreanmarketonbehalfofalltheoverseassubsidiariesofTuthillCorp.andalsoinvolvesthecreationofadynamicorganizationalstructure,thedeve

3、lopmentofastrongleadershipteam,andtheaccumulationandleveragingofChinesemarketknowledgeinChinainthefuture.  TuthillCorporationisamultinationalcompanywithoveronehundredyears’history.TheheadquarterislocatedinChicagoUSAandthereareabout40plantsallovertheworld.TheannualturnoverofTuthillCor

4、porationisUSD1billion.Theproductswereclassifiedto9majorbusinessunits:vacuumandblowersystems,pumpgroup,couplinggroup,controlsgroup,energysystem,linkagegroup,transfersystems,plasticgroupandtransportationtechnologies.ThebrandssuchasKinneyVacuum,M-Dpneumaticsblower,CoppusandMurrayturbine

5、,GlobalGearpump,ReycoGranningairsuspensionsystem,Fill-Ritefuelpump,FPPflowmeter,HansenandGromellecouplingareallunderthesameflagofTuthill.   Asregionaldirectorofanewestablishedorganization,Iamfacingmanychallenges:  1.Tuthillisnotawellknowncompany.Asyoumaysee,therearesomanydifferentbus

6、inessunitsinTuthillCorporation,andthecustomersandproductsofTuthillarequitediversified.However,eachbusinessunitofTuthillCorporationisonlymiddlesizeoperationwithannualturnoveraboutUSD100million,andtheyarenotNo.1playerintheservedmarket,thepositioninthemarketisNo.3orNo.4orevenNo.5worldwi

7、de.NormallyNo.1andNo.2playersintheindustrialfieldgetmuchmoreprofitandmarketsharethantheothersandcustomernormallyonlyknowstheNo.1supplierandsometimescustomerwillaskoursalespeople:whoisTuthill?Atthesametime,allthebusinessunitswouldliketopromotetheirproductswiththeirpreviouscompanynames

8、uchasKinney,

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