Future Communication Channels in China - A Case Study at Sandvik Mining and Construction in China

Sammanfattning: Purpose: The Chinese mining industry is the third biggest in the world in terms of scale and magnitude. Due to the growing importance of the Chinese market, Sandvik Mining and Construction is investing heavily in China. As a result, there is a need for a new marketing plan for China. The marketing efforts will increase much, but since the marketing department has been relatively undeveloped, there are of today few existing communication channels towards the customers. SMC wants to identify new communication channels for the region. To find new non-traditional channels an external part is desirable to identify new channels to get new fresh ideas. This thesis aims to identify new communication channels for SMC in China; this includes investigating the channel, the resources needed to implement it and the expected effect. Potential channels are indentified based on the information gathered of the Chinese market, the company and its surrounding. Method: The thesis is based on a case study at the sponsor company. The data is collected partly from qualitative interviews with relevant personnel at SMC in Shanghai and Sandvik Group in different parts of the world, and partly through desk studies. The sources are literature on the subject, relevant reports and various websites. Conclusions: The author introduces a number of potential communication channels adapted to the Chinese market, the mining and construction industry and the company. Internet- and mobile based communication channels are identified as attractive for SMC, this includes SMS- and MMS marketing, e-shots, online reputation management and social media channels such as social networking sites, microblogs and video-sharing sites. Another identified area of interest is location-based communication which includes TV, written media and transportation-related channels at railway stations, trains, airports, flights and billboards. 3 The Chinese mining and construction market is already one of the biggest in the world and will continue grow. To fully utilize the opportunities that the market provides, SMC must continue to develop its marketing efforts and expand its arsenal of communication channels. The presented channels cover different fields and reach customers all over the country in different ways.