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Supply Channel Analysis

Supply Channel Analysis. Chapters 4&5 with Duane Weaver. OUTLINE. Channel Flows Customizing Flows Channel Efficiency Template Zero-based Channel Design Equity Principle Who SHOULD be in the Channel? Single or Dual Channel. Channel Flows. Customizing Flows.

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Supply Channel Analysis

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  1. Supply Channel Analysis Chapters 4&5 with Duane Weaver

  2. OUTLINE • Channel Flows • Customizing Flows • Channel Efficiency Template • Zero-based Channel Design • Equity Principle • Who SHOULD be in the Channel? • Single or Dual Channel

  3. Channel Flows

  4. Customizing Flows • It is possible to remove intermediaries and thus minimize profit sharing, however, the flow must continue somehow! • Look at clumping flows to one member • Look at splitting flows to sub-flows and sub-members • IMPORTANT CONSIDERATIONS: • Recognizable channel members • Channel Layout matches Channel Cost/Usage • Accounts for all the relevant costly flow activities

  5. Channel Efficiency Template

  6. Zero-based Channel Design • Meets target market segment’s demand for service outputs while… • Minimizing the cost of performing the necessary flows for those service output demands • It’s all about maximizing profitability by maximizing customer satisfaction…key…“KNOW THY CUSTOMER WELL” • How?Define target markets, understand each target market’s buyer behavior and end-user demands, meet those requirements with maximum utility and minimum cost (more efficiently than competitors) • GAP ANALYSIS? - look for points of leverage…means by which you can increase satisfaction with a lower incremental cost(this might mean reducing one satisfaction measure that is high cost in return for satisfying more significant factors that are lower cost in total)

  7. Equity Principle • Normative profit share measures that portion of the total channel profits that each channel member’s efforts generates. • Therefore, competition in channel distribution should be given based on value provided relative to degree of participation (flaw=this can vary by weighting (monopoly, limited supply, accessiblity)

  8. Type of Channel? • Do you use intermediaries at all? • Do you select a retail or non-retail channel partner? • Decisions should be based on the ability of that channel type to meet the end user’s service output demands regarding any positive or negative impacts that type could have on other service output demands

  9. Deciding who SHOULD be in the Channel? • Let’s look at Figure 5.2, p. 111 • Get together in your groups. • Select a single product or service to provide and discuss the advantages and disadvantages of non-retail vs. retail intermediaries. • Why would you choose one over the other? • Discuss your findings with the class.

  10. Single or Dual Channel • Dual Distribution = …whenever more than one channel coexists in a market • Criteria: • Demand – segmentation • Users with differing service output demands • Supply – cost • Actual cost to distribute in that manner • Coordination • Increased conflict, overhead, management…exclusivities, conditions

  11. THANKS! • IN THE END:The chosen channel structure must help to meet targeted segments’ expressed demands for service outputs while looking at economies of scope, scale and inherent efficiencies.

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