Bestore Snack Food: Exploring an Omni-Channel Approach

Name: Bestore Snack Food: Exploring an Omni-Channel Approach (English version)
SKU: TU0131

Hu, Zuohao; Zhao, Ziqian; Sun, Qianmin; Hong, Ruiyang

Product #:TU0131

Supplier:Tsinghua University

Discipline:Marketing

Setting:China

Details:Case (PDF) • 17 pages • 2021-11-10

Subjects:

Marketing Customer relationship management Sales and marketing Customer experience Sales and marketing Marketing

Geography:

China Asia

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Learning Objectives

1. Note the rapid rise of China's e-commerce and how it provided growth opportunities for brand companies; 2. Understand the competition between e-commerce and traditional commerce and explain how it was reflected in a brand company's channel management decision-making; 3. Analyze the best strategies for both online and offline marketing; 4. Explain why strategies tailored to different marketing channels can lead to an internal marketing management paradox in a brand company; 5. Propose an organizational structure that supports a well-coordinated, balanced omni-channel marketing strategy in the digital age.