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