Chanel Strategi Untuk MM

8/19/2019 Chanel Strategi Untuk MM

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The broad principles by which

the firm expects to achieve itsdistribution objectives for its

target market(s)

Channel StrategyChannel Strategy


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g ( )

What role should distribution play in the firm’s

overall objectives and strategies?

What role should distribution play in the

marketing mix?

How should the firm’s marketing channels be

designed to achieve its distribution objectives?

Six Fundamental

Strategic DistributionDecisions


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What kinds of channel members should beselected to meet the firm’s distribution objectives?

How can the marketing channel be managed toimplement the firm’s channel design effectively

and efficiently?

How can channel member performance beevaluated?

Six Fundamental StrategicDistribution Decisions

(Cont’d)


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Those decisions involving the

development of new marketing

channels where none had existed

before, or the modification of

existing channels

Channel DesignChannel Design


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The design of the channel shouldcontribute to the firm’s quest for

ifferential !dvantage

Channel Design and

DiferentialAdvantage


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"ecogni#e need for channel design decision$et and coordinate distribution objectives

$pecify distribution tasks

evelop possible alternative channel structures%valuate variables affecting channel structure

&hoose the best channel structure

$elect the channel members

Paradigm o theChannel Design

Decision


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Obvious examples pp. !!"!# in text

$ut many times the need to make channel

design decisions is not obvious

Channel Design Decision

Phase 1:

Recognize Need for Channel DesignDecision


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Channel Design Decisio

Phase 2:

Set & Coordinate DistributionObjectives

$ecome familiar with objectives of firm

%et explicit distribution objectives

&heck for congruency


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Phase :

S!ecif"ing Distribution #as$s

'on’t underestimate all of the (nutsand bolts) necessary to make

products and services conveniently

available to customers


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Phase %:Develo! lternative Channel

Structures

*umber of levels

+ntensity at various levels

,ypes of intermediaries


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Channel Design DecisioPhase ':

(valuate )ariables *ecting channelStructure

ar!et variables

Product variables

Com"any variables

#ntermediary variables

$nvironmental variables

%ehavioral variables

&euristics "lay an im"ortant role&euristics "lay an im"ortant role


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Phase +:

Choosing the ,-est. ChannelStructure

-roduct"based models /spinwall0

1inancial /pproach

,ransaction &ost /nalysis /pproach 2anagement %cience /pproach

3udgmental 4Heuristic /pproach


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Phase /:

Select the Channel 0ebers

1inding perspective channel members

/pplying selection criteria

%ecuring perspective channel members


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'ork backwards from what thefinal customers wants* ! bottomup approach*

'arget ar!ets and ChanneDesign Strategy


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+arket geography

+arket si#e

+arket density

+arket behavior

when customers buy where customers buy

how customers buy

who buys

Frameor! or ar!e

Analysis


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'ho makes physical purchase

'ho uses the product

'ho influences the buying decision

ho %uys*ho %uys*

Ch l


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The administration of existing

channels to secure the cooperationof channel members in achieving

the firm’s distribution objectives

Channelanneanagementanagement


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-ind out needs and problems

.ffer support consistent withchannel member needs

/rovide leadership

otivating

Channel embers


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0rapevine (informal communicationsnetwork)

1nside research

.utside research

+arketing channel audit

istributor advisory councils

+earning About Channelembers ,eeds and

Problems

S Ch l


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&ooperative approach

/artnership approach

istribution programming approach

Su""ort or Channelembers


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2ew /roduct /lanning and evelopment

/roduct 3ife &ycle

$trategic /roduct +anagement

Product #ssues in

Channelanagement


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&hannel member input

!cceptability

-it with channel member assortments

%ducation and training

/roblems

,e Product Planning andDevelo"ment


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1ntroduction

0rowth

+aturity $aturation

!bsolute decline

Product +ie Cycle

What are the channel management

implications during each stage?


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/roduct differentiation

/roduct positioning

/roduct line expansionand contraction

Trading up and trading

down4rand strategy

$ervice strategy

Strategic Product

anagement


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&ost +arket

&ompetition&hannels

Pricing in Channel

anagement


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/ull versus /ush/romotional $trategy

5s*

Promotion 'hrough the

Channel


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&ooperative advertising

/romotional allowances isplays and selling aids

1n6store promotions

&ontests and incentives $pecial promotional deals and merchandise

campaigns

Classic Push

PromotionalStrategies

-.i d d / l 0


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Training

7uotas

+issionary selling

Trade shows

-.inder and /entler0Push Promotional

Strategies

Chanel Strategi Untuk MM

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