Key Factors in Channel Management

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来自 IE Business School 的课程

Channel Management and Retailing

293 个评分

IE Business School

Channel Management and Retailing

293 个评分

课程 3（共 5 门，Specialization 营销组合实践）

Nowadays a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management: • The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others. • The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. Stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.

从本节课中

Distribution Channel Planning and Management: Why are They so Important?

At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to identify the most important players in distribution channels and their roles.

How to Design a Distribution Channel5:37

Key Factors in Channel Management3:56

Expert Interview: Sixto Collazo, International Director of Loewe Perfumes S.A. (LVMH) 113:20

The Role of Distribution Channels in the Value Chain5:58

Who are the Main Participants in Distribution Channels?4:30

与讲师见面

Maria Teresa Aranzabal
Professor
Marketing

[MUSIC]

Welcome back,

today we are going to explain what are the key factors in channel management.

We will find out what important decisions we need to take into account.

After a company has reviewed its channel alternatives and determined

the best channel design, it must implement and manage the chosen channel.

For that, it has to select, motivate and

evaluate the intermediaries for the channel.

And also modify the channel design and arrangement over time.

As the company grows it can also consider channel expansion

in the international markets.

So the first management factor is to select.

We need to define what characteristic distinguish the better intermediaries.

And that would be, for example, number of years in the business.

Or other lines that they carry, o growth and profit record,

or financial restraints, or service reputation.

If you are talking about sales agents we need to evaluate, for example, the number

and character of other lines and the size and quality of the sales force.

A second factor is to train and motivate.

We determine needs and wants and

tailor the channel offering to provide them with superior value.

So implementing training, marketing research,

capability building programs can motivate and improve intermediaries' performance.

We need to constantly communicate that intermediaries are crucial

partners in a joint effort to satisfy the end customer.

A third factor is evaluation.

We will periodically evaluate the intermediary's performance

against the standards.

Such as sales quota attainment, average inventory levels,

customer delivery time, treatment of damaged and

lost goods, cooperation in promotional and training programs.

And as the company grows, we will take channel modification decisions and

global channel considerations.

Regarding these channel modification decisions, we have to acknowledge

that customer buying patterns change, that markets expand,

new competitors arise, and innovative distribution channels emerge.

And the product moves also into later stages in the product cycles.

So companies, for example like Avon, pioneer of the door to door sale,

took a channel modification decision when women enter into the workforce.

And they have started to include, for example the online marketing.

Okay, there is a second aspect that is important.

If we refer to global channel consideration,

international markets pose a distinct challenge,

including variation in customer shopping habits.

For example, Smart,

when they enter into the US market they had their own dealership and

they didn't succeed until they decided to share their dealership with Mercedes Benz.

So now, once that we know the decisions that we need to take into account,

when managing a distribution channel.

Next, we will explain the importance of the marketing logistics in the supply

chain management.

[MUSIC]

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