1 / 9

Ch. 1 The Promise of Channel Stewardship

Ch. 1 The Promise of Channel Stewardship. 1. Challenges of Managing Marketing Channel - Multiple parties and factors - Unclear home within a firm - Strong Inertia - Considered as a Tactical Issue 2. Who is a Channel Steward? cf) Agent 3. What does a Channel Steward do?.

evadne
Download Presentation

Ch. 1 The Promise of Channel Stewardship

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Ch. 1The Promise of Channel Stewardship • 1. Challenges of Managing Marketing Channel • - Multiple parties and factors • - Unclear home within a firm • - Strong Inertia • - Considered as a Tactical Issue • 2. Who is a Channel Steward? • cf) Agent • 3. What does a Channel Steward do?

  2. Ch. 1The Promise of Channel Stewardship • 4. Designing and Managing a Channel • - Four Main Routes (Figure 1-1) • - Channel Design • - Channel Management • What Happens when Design and Management do not go together? • - Management effort breaks down • - Managers are blindsided by success • - Managers are slow to respond toenvironmental • changes

  3. Ch. 1The Promise of Channel Stewardship 5. Where to Start: Understanding the Key Drivers 1) Demand-chain requirements* 2) Channel capabilities and costs 3) Channel power 4) Competitive actions

  4. Ch. 1The Promise of Channel Stewardship 6. The Three Disciplines of Channel Stewardship 1) Mapping the Industry Channel 2) Building and Editing the Channel Value Chain 3) Adjusting and Influencing the Channel Value Chain

  5. Ch. 2Mapping an Industry • Four (Immediate) Core Forces from Ch. 1 • Five (Environmental) Forces • Purchasing and Consumption Behavior • Industry Trends (Economy) • Regulatory Framework • Trade Practices • Technology

  6. Ch. 2Mapping an Industry 3. How to Think about Mapping 1) Beyond Porter’s 5 forces framework 2) First map the status of each of the four core forces 3) Research how the forces came to their current position

  7. Ch. 2Mapping an Industry • 4. An Example: U.S. Auto Industry • Four Core Forces and Environmental • Forces (Figure 2-2) • 2) Evolution of the Channel (Fig 2-3) • 3) Channel Power in the industry

  8. Ch. 2Mapping an Industry 4. An Example: U.S. Auto Industry (Cont’d) 4) Channel Capabilities and Costs a) 25% of the price b) Three sources c) Classic Push Strategy 5) Evolution of the Demand Chain 6) Competitive Actions a) G.M. and Ford b) Toyota, Honda, and Volkswagen

  9. Ch. 2Mapping an Industry 4. An Example: U.S. Auto Industry (Cont’d) 7) Competitive Dealer Activity 8) What Does this Map Suggest to You? - Key Issues/Problems? - Limitations? - Opportunities? 9) A Vision for the Future

More Related