Upload
gwendolyn-douglas
View
228
Download
0
Tags:
Embed Size (px)
Citation preview
1
INTERNATIONAL MARKETING MANAGEMENT
SESSION 11:
INTERNATIONAL CHANNELS OF DISTRIBUTION
2
CHANNELS OF DISTRIBUTION BARRIERS TO STANDARDIZATION
Customer Shopping Patterns and Preferences
Competitor Control of Outlets
Structure of Distribution (Traditional vs. Advanced)
Regulation of Distribution
3
DIFFERENCES IN DISTRIBUTION FROM COUNTRY TO COUNTRY
DOMINANCE OF ORGANIZED/MASS DISTRIBUTION
(Supermarkets, Hypermarkets, Discounters, etc.)
Role of Open Air Markets, Itinerant Retailers
Importance of Small Independents
LOCUS OF POWER
Extent of Disintermediation
Retailers as Channel Captains
TECHNOLOGICAL SOPHISTICATION
Computerized Inventory and Ordering Systems
Use of Scanner Systems/Smart Cards
Catalogue and In-Home Shopping
Internet Sites
4
COUNTRIES DIFFER IN EVOLUTION OF THE RETAIL SECTOR
Multiplicity of formats Competitive intensity Retail productivity Internationalization Adoption of technology Size of retail enterprise Proportion of demand with organized retailers
OPPORTUNITIES?
TraditionalChinaGreeceIndiaMexicoArgentinaMalaysiaEastern Europe
EmergentBrazilItalyPortugalTaiwanSpainSouth Korea
StructuredBelgiumJapanFranceDenmarkNetherlandsSweden
Advanced
Germany
UK
Canada
USA
5
Shopping online isn’t as popular in Europe as in the U.S. and Japan, but the region should catch up by 2003 as more e-tailing sites pop up. Browsing for books is popular everywhere, but Europeans are more interested in travel deals.
Shopping online isn’t as popular in Europe as in the U.S. and Japan, but the region should catch up by 2003 as more e-tailing sites pop up. Browsing for books is popular everywhere, but Europeans are more interested in travel deals.
6
TOP 10 RETAILERS WORLD-WIDE1999 Total Forecast Sales, in Billions of Dollars
Wal-Mart (U.S.)
Carrefour/Promodes
Metro (Germany)
Kroger (U.S.)
Ahold (Netherlands)
Intermarche (France)
Carrefour (France)
Ito Yokado (Japan)
Albertson’s (U.S.)
Promodes (France)
Edeka (Germany)
$160.20$160.20
$78.97 $78.97 pro formapro forma
$60.82$60.82
$43.56$43.56
$42.83$42.83
$42.71$42.71
$40.74$40.74
$38.98$38.98
$38.23$38.23
$37.37$37.37
$37.06$37.06
Source: Management VenturesSource: Management Ventures
7
8
INTERNATIONAL RETAIL EXPANSION STRATEGIES
Global RetailingLocal Marketing/Global Systems
Global Marketing/Local Systems
IKEA
C&A Carrefour
MultinationalRetailing
Walmart (?)
AdaptedStandardized
Centralized
Decentralized
Management Systems/Operating Skills
Product Assortment/Mix
9
GLOBAL RETAIL ASSORTMENT STRATEGIES
Private-labelFocus
Few Product Categories
Many Product Categories
ManufacturerBrands Focus
Toys R Us, Virgin Douglas, Spar, Vobis
CC
Benetton, Ikea, Habitat, Gap, H&M, C&A
AA
Marks & Spencer, Migros
BB
Carrefour, Makro, Promodes, Yaohan
DD
10
IMPLICATIONS
Need to Adapt Channel Tactics to Differences in Distribution Patterns
Growth of Cross-Border Retailing and E-tailing
Technology Advances Impact Balance of Channel Power
Internet Sites as Alternative Channel