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I am sending you attached the case study document “Hisense: Breaking Recurring Channel Conflict’.
Overview of the Case: Hisense Group Co. Ltd. (Hisense) was a leading manufacturing enterprise in the Chinese household appliance industry. In 2010, Hisense began to lay out its online channels. At that time, the same products had different prices in different channels, which caused fierce channel conflicts. To solve this problem, Hisense segmented online and offline products and took a series of actions to help off-line channels improve efficiency and reduce prices. Therefore, Hisense successfully changed from having different prices for the same products to having different prices for different products. However, in early 2020 the new model was challenged again, and channel conflicts soon reappeared. How would Hisense break the recurring channel conflict this time?
The case puts you in the place of a marketing top executive to suggest solutions and take appropriate decisions. Please relate the case to major Marketing Management material, and write a case report around it, structured into an introduction, problem description, analysis & discussion, recommendations, and conclusion Please support your ideas with respective literature, duly accompanied with in-text and end references.
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