Success Strategies in Channel Management Outline 1 Main Topic Areas • Introduction • Building Channels • Managing Channels • Implementation • Specific Topics – Global Challenges – Legal Issues – Pricing – Channels for Services 2 Preparing a Marketing for Channels Plan (9) Logistics and Supply Chain Management (51) Sec1.ppt Sec4.ppt Marketing Channels (23) Sec2.ppt Channel Design and Implementation (40) Sec3.ppt Introduction New and Different Channel Forms and Trends (62) Sec6.ppt 3 Selection Criteria (77) Channel Implementation (67) Sec9.ppt Sec7.ppt Building Channels Channel Structure and Membership Issues (71) Vertical Integration: Owning the Channel (83) Sec22.ppt Sec9.ppt 4 Bargaining for Influence with Channel Members (116) Partner Relationship Management (89) Sec10.ppt Sec13.ppt Managing Channels Key Account Management in Collaborative Relationship Building Channel Power: Getting It, Using It, Keeping It (120) Sec14.ppt (108) Sec12.ppt Managing Conflict to Increase Channel Coordination (138) Sec16.ppt 5 Implementation Performance Measurement (149) Sec17.ppt Making the Plan Work Effectively (154) Sec18.ppt Selection and Termination Policies 176 •Sec20.ppt 6 Global Challenges and Opportunities (130) Legal Issues (161) Sec15.ppt •Sec19.ppt Specific Topics Channels for Services 59 Sec5.ppt Pricing (180) •Sec21.ppt 7 Success Strategies in Channel Management Power Point Presentations by Sections 8 Establishing and Implementing The Value Strategy Strategic Considerations Sec1.ppt Sec1-1.ppt Factors in Deriving Economic Value Sec1-2.ppt Preparing a Marketing Plan for Channels Sec1.ppt 9 Delivering Value -The Search for a Sustainable Competitive Advantage A strategy that does not last is not effective or optimum.. marketing channels can be viewed as exchange facilitator – or deliverers of value. Specific entrepreneurial aspects of the strategy formation Delivering Value For marketing channels to succeed in a competitive marketplace, independent marketing organizations must combine their resources to pursue common goals. Strategy and Planning Establishing and Implementing The Value Strategy Sec1.ppt Deliver Value/Delivered Value Focus on What Markets Want Marketing, Exchange and the Value Concept Value Driven MarketingUnderstand the Value; Create/Configure the Value; Communicate the Value; Deliver Value. 10 1. Competition and Cooperation The basic assumption in Strategy is competition. Competitive behaviour sees organisations taking an adversarial role in all exchange situations 4. Syncretic Market Behaviour The attempt to achieve a dynamic balance between positives to be found in both competitive and cooperative strategies 2. Monopolistic/Oligopolistic Market Behaviour The problem with building a defensive wall is that one loses the benefits of competition – improved performance. 3. Co-operative Market Behaviour Co-operative behaviour is characterised by organisations exhibiting behaviour that focuses primarily on cooperation with market supporters – (strategic relationship building to leverage collaborative efforts. Competition Sec1-1.ppt 11 Value and Resource Scarcity Value and Market Information Cooperation Preparing a Marketing Plan for Channels Factors in Deriving Economic Value Sec1-2.ppt Information: The Core of Transaction Costs Transaction-Specific Assets Specific Human Assets Brand Capital Time Specificity 12 Marketing Channels Creating Customer Value via Channels of Distribution\ Customer Relationship Management Three types of channel relationships exist: Supplier Relationships. Customer Relationships. Lateral Relationships. Components of Customer Value form, place, possession, and time SIFTing Marketing Channels Sec2.ppt Marketing Channel Membership Marketing Channels: Structure and Functions Demand-Side Factors Facilitation of Search, Adjustment of Assortment Discrepancy, Routinisation of Transactions Reduction in Number of Contacts. What Is The Work Of The Marketing Channel? 13 Section 3 –Channel Design and Implementation 3.1 Channel Access Formats Sec3.1.ppt Channel Design and Implementation Sec3.ppt 14 Channel Design and Implementation Channel Design: Segmentation Channel Selection Channel Access Formats Sec3.1.ppt Channels Type Options Establish New Channels or Refine Existing Channels? 15 The Importance of Logistics in Channels Logistics and Supply Chain Management Inventory Management in Marketing Channels Inventory Holding Costs Supply Chain Management Efficient Consumer Response Physical Efficiency versus Market Responsiveness Reducing Inventory Pseudo Inventory Reduction Changes in Merchandising Real Inventory Reduction Category Management Fulfilment and Transportation Sec4-1.ppt Critical Supply Chain Elements Documentation Logistics and Supply Chain Management Sec4.ppt 16 Inventory Management Inventory Holding Costs Reducing Inventory JIT Inventory – Demand Uncertainty Real Inventory Reduction Pseudo Inventory Reduction Inventory Management in Marketing Channels Sec4-1.ppt 17 Coverage versus Assortment Issues Regarding Distribution Intensity and Vertical Restraints Why Downstream Channel Members Dislike Intensive Distribution Brand Strategy: Quality Positioning and Premium Pricing How Channel Members Drop Brands The Nature of the Value Offer Category Degree of Category Exclusivity Channel Implementation Distribution Intensity and Vertical Restraints 7 - Struct and Membership.doc 18 Who Should Be In The Channel? Should Intermediaries Be Used at All? Channel Structure and Membership Issues What Types of Intermediaries Should Be Used? 8 - Selection Criteria.doc The Impact Of Structural Decisions On Channel Coordination A Single Channel or Multiple Distribution? Flows to Be Performed, Appropriate Intermediary Choices Which Specific Intermediaries Should Be Used? How Many Channel Members Should There Be At A Given Level of the Channel? 19 Distributor and Agent Selection Criteria Recruiting and Screening New Prospects Recruiting as a Continuous Process. Business Policies that Bond Your Channel to You Preparing a Business Policy Statement Screening Credit Personality Business and Operational Criteria Channel Candidate Inducements Final Selection Criteria - SPEAR Distributor and Agent Selection Criteria Sec9.ppt 20 The Benefits of Strategic Partnerships in Channel Strategy Strategic Alliances: Their Nature and the Motives for Creating Them Do Alliances Outperform Ordinary Channels? Why Forge a Strategic Distribution Alliance? Positive Channel Relationships Principals That Drive Improved Channel Collaboration: All partnering is based on a few common denominators: Upstream and Downstream Motives Partner Relationship Management Sec10.ppt Things that cause bad dealer relations Objectives In Dealer Relations Complaints About Dealers Guidelines that can help in partnering with customers and suppliers 21 Motivating New Channel Members 11.2 Motivational Concepts and Processes Sec11.2.ppt Motivating New Channel Members Sec11.ppt 22 Motivating New Channel Members Securing Recruits for the Long Term The Channel Relationship Life Cycle Motivational Concepts and Processes Sec11.2.ppt How Do You Create Trust in a Channel? The Fundamental Role of Economic Satisfaction What produces noneconomic satisfaction? Improving Service to Channel Partners What inspires a channel member's confidence? How the Other Side Gauges Your Commitment Actions That Bind Suppliers to Distributors 23 Push Strategies Here are a few ways to give your new relationship a positive foundation. Pull Strategies Sales and Product (Value Offer) Training Guidelines for Great Channel Partnerships Motivating New Channel Members Motivational Concepts and Processes Sec11.2.ppt 24 Stages in KAM Uncoupling-KAM Key Account Management Key Account Quiz Inter-relational causes of uncoupling: Breach of Trust Cultural Mismatch Quality Problems Analysing The Potential For Partnership/Synergy External Causes of Uncoupling: Changing market positions Financial problems Key Account Management in Collaborative Relationship Building Sec12.ppt 25 Bargaining for Influence with Channel Members Desired Coordination Bargaining for Influence with Channel Members Exclusive Dealing Sec13.ppt Dependence Balancing Saving Costs by Limiting the Number of Trading Partners Stimulating the Benefits of Selectivity While Maintaining Intensive Coverage Producer-Specific Investments by Downstream Channel Members Trading Territory Exclusivity for Category Exclusivity Reassurance Using Selectivity to Stabilize Fragile Relationships The Price of the Concession 26 Channel Power Power in Channel Implementation Channel Power: Getting It, Using It, Keeping It Power Defined Sec14.ppt Why Marketing Channels Require Power Influence Strategies How to Frame an Influence Attempt Power as the Opposite of Dependence The Balance Of Power Sources of Power Measuring Dependence Imbalanced Dependence 27 Reasons for International Exchange Relationships Types of International Exchange Relationships Multinational Exchange Relationships Global Challenges and Opportunities Sec15.ppt Global Exchange Relationships Transnational Exchange Relationships Success and Failure Factors Global Partner Selection Factors Develop Flexible Transaction Structures Selecting International Exchange Partners the Five Cs Indirect Marketing Channels International Marketing Channels and the Environment Sociocultural Factors Technological Factors 28 Managing Conflict to Increase Channel Coordination Managing Conflict to Increase Channel Coordination Sec16.ppt Forms of Channel Conflict Assessing the Degree and Nature of Channel Conflict Measuring Conflict Styles of Conflict Resolution Accommodation Repeated Compromise Competition When Conflict Is Desirable When Is Conflict Functional? Collaboration Major Sources of Conflict Conflict Resolution Strategies Competing Goals Co-optation Differing Perceptions of Reality Third-Party Mechanisms Building Relational Norms Fuelling Conflict Clashes Over Domains Multiple Channels Information Exchange 29 Performance Measurement Channel Member Evaluation A Framework for Developing Measures of Channel Member Performance Performance Measurement Sec17.ppt Direct and Indirect Measures Financial Measures 30 Implementing, Measuring and Assessing the Value Exchange Plan Key Components of the Plan Implementing the Plan Structures for Implementation Effective communication Controlling the Marketing Channels Program Financial Measures Implementation - Making the Plan Work Effectively Non-Financial Measures Sec18.ppt Measuring and Assessing Performance Customer Service Measurement Dealing with Failure Strategic Tunnel Vision Perfectionism Success and Commitment 31 Legal Constraints on Marketing Channel Policies Market Coverage Policies Pricing Policies Discounts Legal Issues Sec19.ppt Product Line Policies Promotional Allowances and Services Product Policies Exclusive Dealing 32 Selection and Termination Policies International Variations Selection and Termination Policies Terminating Agents and Distributors Sec21.ppt Termination as Strategy Common Ground Rules Confusion Over Terms 33 Pricing Policy and Methods Price Cutting Buyer Evaluation Pricing in Channels Sec21.ppt Eight Stages In Establishing Prices Price and Value Segmented Pricing Discounts and Allowances Common Pricing and Methods Competition-Based Methods Profit-Based Methods Competition Oriented Pricing 34 Vertical Integration: Owning the Channel Make or Buy: A Critical Determinant of Company Competencies Important forms of company-specific capabilities Vertical Integration: Owning the Channel Sec22.ppt Degrees of Vertical Integration Deciding When to Vertically Integrate Forward Outsourcing as the Starting Point Vertical Integration Forward When Competition Is Low Six Reasons to Outsource Distribution 35 Channels for Services Direct Delivery of Value Delivery of Value via Intermediaries Independent Service Channels Innovations in Methods of Distributing Services Channels for Services Sec6.ppt 36
© Copyright 2024