| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === Given rapid changes in the overall environment and the strong competition among corporations, it is difficult for corporations to expand their scales and businesses in their domestic markets, which are highly developed and mature. Therefore, while the corporate managements are pursuing the maximizing of their stock prices, kicking into the international markets has become the best way to expand business.
The entry strategy is quite something to seek out when going to an uncertain market. Consumer multinationals have in many countries plenty of successful experience, behind which there are a lot of assessments and experience worthy of learning. However, studies concerning this topic are not many. It is probably due to that that literatures relevant to theories for business management strategies are rare, that there are few graduates in this study field having sales experience, or that data about individual cases that can be obtained are limited to certain management levels and by company’s confidentiality policy.
Thus, this study uses the world’s renowned consumer multinationals: Kraft Foods, Gillette, Reckitt Benckiser, Frito-Lay Taiwan and Kellogg as the study objects. Through interviews it gives insights into the entry strategies of the consumer multinationals, the business management strategies considered when seeking agencies or setting business units, and the issues raised when setting business units, etc. It then makes inferences about the entry strategies, business structures, sales management, staff management and financial management of the consumer multinationals.
Following are the results derived from this studies：
1.Sales turnover, product traits and the extend of product line will affect sales management strategy.
2.The first strategy when entering an unknown market is to take agency.
3.On the selection of agent, sole agency is usually adopted, unless independent brand.
4.Except for independent brand, the sales structure is usually adopting market structure model. The independent brand will also adopt market structure model.
5.There are lots of similarities in the sales management.
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