Matakuliah : J0504 - Strategi Pemasaran Tahun : 2009 Value Chain Strategy Pertemuan 18 Buku 1 Hal: 318-343 Learning Objective • • • • Strategic role of value chain Channel strategy Managing the channel International channels Bina Nusantara Managing the Channel (1) • Channel leadership • Management structure and systems • Physical distribution management – Supply chain strategy – The impact of supply chain management on marketing – E-procurement Efficient Consumer Response Traditional channel problems – Forward buying and diverting – Excessive inventories – Damages and unsaleable goods – Complex deals and deductions – Too many promotions and coupons – Too many new products Efficient Consumer Response – Category management – “Value” pricing replaces promotions – Continuous replenishment and cross-docking – Electronic data interchange – New performance measures – New organizational processes and structures – Internet-based network for supplier-buyer trading Lean Supply Chain Elements 1. Definition of Value 2. Identification of Value Streams and Removal of Muda (Waste) 3. Organizing Around Flow, Instead of “Batch and Queue” 4. Responding to Pull Through the Supply Chain 5. The Pursuit of Perfection Marketing/supply chain relationship • Focus on real drivers of customer value not just technical • Do not create inflexibility and inability to respond to change • Protect brands and competitive strength over shortterm cost savings • Do not confuse supply chain strategy with competitive advantage Managing the channel (2) • Channel relationships – Degree of collaboration – Commitment and trust among channel members – Power and dependence • Channel globalization • Multichanneling • Conflict resolution • Channel performance • Legal and ethical considerations Channel metrics Performance Objective Possible Measures Applicable Product and Channel Level PRODUCT AVAILABILITY Coverage of relevant retailers Percent of effective distribution Consumer products at retail level In-store positioning Percent of shelf facings or display space gained by product, weighted by store importance Consumer products at retail level Coverage of geographic markets Frequency of sales calls by customer type; average delivery time Industrial products; consumer goods at wholesale level Channel metrics Performance Objective Possible Measures Applicable Product and Channel Level PROMOTIONAL EFFORT Effective point-ofpurchase (POP) promotion Percent of stores Consumer products using special at retail level displays and POP materials, weighted by importance of store Effective personal selling support Percent of Industrial products; salespeople’s time consumer durables at all devoted to product; channel levels; consumer number of salespeople convenience goods at receiving training on wholesale level product’s characteristics and applications Channel metrics Performance Objective Possible Measures Applicable Product and Channel Level CUSTOMER SERVICE Installation,Number of service Industrial products, training and technicians receiving particularly those involving repair technical training; high technology; consumer monitoring of durables at retail level customer complaints MARKET INFORM,ATION Monitoring sales trends, inventory levels, competitors’ actions Quality and timeliness of information obtained All levels of distribution COST-EFFECTIVENESS Cost of channel Functions relative To sales volume Middleman margins and marketing costs as percent of sales All levels of distrbution Value chain ethics • Retailers’ Global Social Compliance Program • Growing “green consumer” pressure • B2B suppliers increasingly mandated to meet customer’s values in employment practices, environmental standards, ethical behavior International channels • Examining international distribution patterns • Factors affecting global channel selection • Global issues regarding multichannel strategies International Channel of Distribution Alternatives Home country Foreign country The foreign marketer or producer sells to or through Domestic producer or marketer sells to or through Open distribution via domestic wholesale middlemen Exporter Importer Foreign agent or merchant wholesalers Foreign retailer Export management company or company sales force Source: Philip R. Cateora, International Marketing, 7th ed., Homewood, Ill.: Richard D. Irwin, Inc., 1990, 572. Foreign consumer