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1
Success Strategies in Channel Management
Outline
2
Main Topic Areas
• Introduction
• Building Channels
• Managing Channels
• Implementation
• Specific Topics– Global Challenges
– Legal Issues
– Pricing
– Channels for Services
3
Channel Design and
Implementation (40)Sec3.ppt
Marketing Channels (23)
Sec2.ppt
Preparing a Marketing for Channels Plan (9)
Sec1.pptLogistics and Supply
Chain Management (51)
Sec4.ppt
New and Different Channel Forms and
Trends (62)
Sec6.ppt
Introduction
4
Vertical Integration: Owning the Channel (83)
Sec22.ppt
Selection Criteria (77)Sec9.ppt
Channel Structure and Membership Issues (71)
Sec9.ppt
Channel Implementation (67)
Sec7.ppt
Building Channels
5
Managing Conflict to Increase Channel Coordination (138)
Sec16.ppt
Channel Power: Getting It, Using It,
Keeping It (120)
Sec14.ppt
Bargaining for Influence with Channel
Members (116)Sec13.ppt
Key Account Management in Collaborative
Relationship Building (108)
Sec12.ppt
Partner Relationship Management (89)
Sec10.ppt
Managing Channels
6
Selection and Termination Policies 176
• Sec20.ppt
Making the Plan Work Effectively
(154)Sec18.ppt
Performance Measurement
(149)Sec17.ppt
Implementation
7
Channels for Services 59
Sec5.ppt
Legal Issues (161)• Sec19.ppt
Pricing (180)• Sec21.ppt
Global Challenges and Opportunities
(130)
Sec15.ppt
Specific Topics
8
Success Strategies in Channel Management
Power Point Presentations by Sections
9
Establishing and Implementing
The Value StrategySec1.ppt Strategic
ConsiderationsSec1-1.ppt
Factors in Deriving Economic Value
Sec1-2.ppt
Preparing a Marketing Plan for ChannelsSec1.ppt
10
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.
Delivering ValueFor marketing channels to succeed in a competitive marketplace, independent marketing organizations must combine their resources to pursue common goals.
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.
Deliver Value/Delivered Value
Strategy and Planning
Specific entrepreneurial aspects of the strategy formation
Establishing and Implementing The Value
Strategy Sec1.ppt
11
1. Competition and Co-operation
The basic assumption in Strategy is competition. Competitive behaviour sees organisations taking an adversarial role in all exchange situations
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 co-operation with market supporters – (strategic relationship building to leverage collaborative efforts.
4. Syncretic Market Behaviour The attempt to achieve a dynamic balance between positives to be found in both competitive and co-operative strategies
Competition Sec1-1.ppt
12
Value and Resource ScarcityValue and Market
Information
Cooperation
Information: The Core of Transaction Costs
Transaction-Specific Assets
Specific Human Assets
Brand Capital
Time Specificity
Preparing a Marketing Plan for Channels
Factors in Deriving Economic Value
Sec1-2.ppt
13
Marketing Channels Creating Customer Value via Channels of Distribution\
Components of Customer Value
form, place,
possession, and time
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?
Marketing Channel Membership
Customer Relationship ManagementThree types of channel relationships exist:Supplier Relationships.Customer Relationships.Lateral Relationships.
SIFTing
Marketing Channels Sec2.ppt
14
3.1 Channel Access Formats
Sec3.1.ppt
Section 3 –Channel Design and
Implementation
Channel Design and Implementation
Sec3.ppt
15
Channel Design and Implementation Channel Design:
Segmentation
Channel Selection
Channels Type Options
Establish New Channels or Refine Existing Channels?
Channel Access Formats
Sec3.1.ppt
16
Logistics and Supply Chain Management
The Importance of Logistics in Channels
Inventory Management in
Marketing Channels
Inventory Holding Costs
Reducing Inventory
Pseudo Inventory Reduction
Real Inventory Reduction
Sec4-1.ppt
Fulfilment and Transportation
Documentation
Critical Supply Chain Elements
Supply Chain Management
Efficient Consumer Response
Changes in Merchandising
Category Management
Physical Efficiency versus Market
Responsiveness
Logistics and Supply Chain Management
Sec4.ppt
17
Inventory Management
Inventory Holding Costs
Reducing Inventory
Inventory – Demand
Uncertainty
Pseudo Inventory Reduction
Real Inventory Reduction
JIT
Inventory Management in Marketing Channels Sec4-1.ppt
18
Issues Regarding Distribution Intensity
and Vertical Restraints
Coverage versus Assortment
Why Downstream Channel Members Dislike Intensive
Distribution
How Channel Members Drop
Brands
Degree of Category Exclusivity
The Nature of the Value Offer Category
Brand Strategy: Quality Positioning and Premium Pricing
Channel ImplementationDistribution Intensity and Vertical
Restraints 7 - Struct and Membership.doc
19
Who Should Be In The Channel?
Should Intermediaries Be Used at All?
What Types of Intermediaries
Should Be Used?
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?
A Single Channel or Multiple Distribution?
The Impact Of Structural Decisions On Channel
Coordination
Channel Structure and Membership Issues
8 - Selection Criteria.doc
20
Distributor and Agent Selection Criteria Recruiting and
Screening New Prospects
Recruiting as a Continuous Process.
ScreeningCredit
Personality
Business and Operational Criteria
Final Selection Criteria - SPEAR
Channel Candidate Inducements
Business Policies that Bond Your Channel to
You
Preparing a Business Policy
Statement
Distributor and Agent Selection Criteria
Sec9.ppt
21
The Benefits of Strategic Partnerships in Channel
Strategy
Principals That Drive Improved Channel
Collaboration:
All partnering is based on a few common
denominators:
Strategic Alliances: Their Nature and the Motives for Creating
Them
Guidelines that can help in partnering with
customers and suppliers
Things that cause bad dealer relations
Objectives In Dealer Relations
Complaints About Dealers
Why Forge a Strategic Distribution Alliance?
Upstream and Downstream Motives
Do Alliances Outperform Ordinary Channels?
Positive Channel Relationships
Partner Relationship Management
Sec10.ppt
22
Motivating New Channel Members
11.2 Motivational Concepts and Processes
Sec11.2.ppt
Motivating New Channel MembersSec11.ppt
23
Motivating New Channel Members Securing Recruits for the Long
Term
The Channel Relationship Life Cycle
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
The Fundamental Role of Economic Satisfaction
What produces non-economic satisfaction?
How Do You Create Trust in a Channel?
Motivational Concepts and ProcessesSec11.2.ppt
24
Push Strategies
Pull Strategies
Sales and Product (Value Offer) Training
Here are a few ways to give your new
relationship a positive foundation.
Guidelines for Great Channel Partnerships
Motivating New Channel Members
Motivational Concepts and ProcessesSec11.2.ppt
25
Key Account Management
Stages in KAMUncoupling-KAM
External Causes of Uncoupling:
Changing market positions
Financial problems
Inter-relational causes of uncoupling:
Breach of TrustCultural MismatchQuality Problems
Analysing The Potential For
Partnership/Synergy
Key Account Quiz
Key Account Management in Collaborative Relationship
Building Sec12.ppt
26
Bargaining for Influence with Channel Members
Desired Coordination
Producer-Specific Investments by
Downstream Channel Members
Dependence Balancing
Trading Territory Exclusivity for
Category Exclusivity
Reassurance
Using Selectivity to Stabilize Fragile Relationships
The Price of the Concession
Exclusive Dealing
Saving Costs by Limiting the Number of
Trading Partners
Stimulating the Benefits of Selectivity While
Maintaining Intensive Coverage
Bargaining for Influence with Channel
Members
Sec13.ppt
27
Channel Power
Power in Channel Implementation
Power Defined
Why Marketing Channels Require
Power
Power as the Opposite of Dependence
Measuring DependenceSources of PowerThe Balance Of Power
Imbalanced Dependence
Influence Strategies
How to Frame an Influence Attempt
Channel Power: Getting It, Using It, Keeping It
Sec14.ppt
28
Reasons for International Exchange
Relationships
Types of International Exchange
Relationships
Multinational Exchange Relationships
Global Exchange Relationships
Transnational Exchange Relationships
Indirect Marketing Channels
International Marketing Channels and the
Environment
Sociocultural Factors Technological Factors
Selecting International Exchange Partners
the Five Cs
Develop Flexible Transaction Structures
Success and Failure Factors
Global Partner Selection Factors
Global Challenges
and Opportunities
Sec15.ppt
29
Managing Conflict to Increase Channel
Coordination
Forms of Channel Conflict Assessing the Degree
and Nature of Channel Conflict
Measuring Conflict
When Conflict Is Desirable
When Is Conflict Functional?
Major Sources of Conflict
Competing Goals
Differing Perceptions of Reality
Clashes Over Domains
Multiple ChannelsFuelling Conflict
Conflict Resolution Strategies
Co-optation
Third-Party Mechanisms
Building Relational Norms
Information Exchange
Styles of Conflict Resolution
Accommodation
Repeated Compromise
Competition
Collaboration
Managing Conflict to Increase Channel
Coordination Sec16.ppt
30
Performance Measurement
A Framework for Developing Measures of Channel Member
Performance
Direct and Indirect Measures
Financial Measures
Channel Member Evaluation
Performance Measurement
Sec17.ppt
31
Implementing, Measuring and
Assessing the Value Exchange Plan
Key Components of the Plan
Implementing the Plan
Structures for Implementation
Effective communication
Dealing with Failure
Strategic Tunnel Vision
Perfectionism
Success and Commitment
Controlling the Marketing Channels Program
Measuring and Assessing Performance
Financial Measures
Non-Financial Measures
Customer Service Measurement
Implementation - Making the Plan Work Effectively
Sec18.ppt
32
Legal Constraints on Marketing Channel
Policies
Market Coverage Policies
Pricing Policies
Discounts
Product Policies
Exclusive Dealing
Product Line PoliciesPromotional
Allowances and Services
Legal Issues Sec19.ppt
33
Selection and Termination Policies
International Variations
Terminating Agents and Distributors
Termination as Strategy
Confusion Over Terms
Common Ground Rules
Selection and Termination Policies
Sec21.ppt
34
Eight Stages In Establishing Prices
Pricing Policy and Methods
Price Cutting
Buyer Evaluation
Price and Value
Common Pricing and Methods
Competition-Based Methods
Profit-Based Methods
Competition Oriented Pricing
Discounts and Allowances
Segmented Pricing
Pricing in Channels
Sec21.ppt
35
Vertical Integration: Owning the Channel
Make or Buy: A Critical Determinant of
Company Competencies Degrees of Vertical
Integration
Deciding When to Vertically Integrate
Forward
Outsourcing as the Starting Point
Six Reasons to Outsource
DistributionVertical Integration
Forward When Competition Is Low
Important forms of company-specific
capabilities
Vertical Integration: Owning the
Channel Sec22.ppt
36
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