CHANNEL STRUCTURE
Andary A Munita Hanafiah
Supply Chain Management
The Management Of Upstream And Downstream
Relationship With Supplier And Customers To
Deliver Superior Customer Value At Least Cost
Linkage
Channel
Structure
Coordination
Relationship
Management
Channel Structure
Structure Of Intra company
Organizational Units And Extra
company Agents And Dealers,
Wholesale And Retail, Through Which A
Commodity, Product, Or Services Is
Marketed
Intermediary
Any channel member other than the
manufacturer or end-user
Wholesale
Retail
Why ?
Demand Side
Facilitation of Search
Adjustment of Assortment
Discrepancy
Supply Side
Routinization of Transaction
Reduction in number of
contracts
Function
Mengatasi Kesenjangan (Gap )
. Waktu (Time)
. Tempat (Place )
. Kepemilikan (Ownership)
Perantara(Intermediary)
Function of Intermediary
1. Informasi
2. Promosi
3. Kontak
4. Penyesuaian
5. Negosiasi
6. Transaksi
. Distribusi Fisik
. Dukungan Keuangan
. Resiko
What is Happen?
A. ALIRAN ( Flow )
1. Flow of Goods
2. Flow of Information
3. Flow of Money
4. Transfer of Ownership
5. Promotion
B. KONFLIK ( Conflict )
1. Horizontal
2. Vertical
Generic Distribution Channel
MANUFACTURER
FARM
AND
RAW
MATERIAL
WHOLESALERS
RETAILER
CONSUMERS
Manufacturer Based Channel Format
• Manufacturer Direct
• Manufacturer Owned Full Service WholesaleDistributor
• Company Store-Manufacturer Outlet
• License
• Consignment-Locker Stock
• Broker
Retailer Based Channel Format
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Franchise
Dealer Direct
Buying Club
Warehouse Club-Wholesale Club
Mail Order catalog
Food Retailer
Department Store
Mass-Merchandiser
Specialty Store
Specialty Discount - Category killer
Convenience Store
Hyper market
Service Provider Based Channel Format
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Contract Warehousing
Sub processor
Cross Docking
Integration of Truck and Rail ( Inter modal )
Roller Freight
Stack train and Road Railer
Schedule Train
Outsourcing
Direct mailer
Bartering
Value Added Retailer
Influencer - specifier
Financial Service Provider
Retailer
Retailing consists of the activities involved in
selling goods and services to ultimate
consumers for personal consumption
Demand Side Positioning
Bulk-Breaking
Spatial Convenience
Waiting & Delivery Time
Product Variety
Customer Service Possibility
Financial and Cost Side
Margin
Inventory Turn Over
GMROI
GMROS
GMROL
Taxonomy of Retailer Types
Type
Main
Focus
Dept Store
Margin
Yes
Moderate
Low
Broad
Moderate
Spec Store
Margin
Yes
Moderate
Low
Narrow
Deep
Mail
Order
Margin
Yes
Extremely
High
Convenience Both
Store
Category
Killer
Bulk
Spatial
Waiting & Variety Assortment
Breaking Convenience Delivery Breadth
Depth
Yes
Very High
Moderate- Narrow
High
Low
Broad
Shallow
Turn
Over
Yes
Low
Low
Mass
Turn
Merchand. Over
Yes
Low
Moderate
Broad
Shallow
HyperMarket
Turn
Over
Yes
Low
Moderate
Broad
Moderate
Warehouse Turn
Club
Over
No
Low
Moderate
Narrow
Moderate
Broad
Deep
hallow
Objectives of Trade Deals for Non Durable Goods
Tactics
Off Invoice
Bill-Back
Free Goods
Cooperative Adv.
Display Allowance
Sales Drives
Slotting Allowance
Street Money
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Objectives
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4
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6
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1. Retailer Merchandising Activities
2. Loading The Retailer
3.Gaining or Maintaining Distribution
4. Obtain Price Reduction
5. Competitive Tool
6. Retailer”Goodwill”
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Non Retailing
Remove the need to travel
Distributor comes to consumer
Catalog Retailing
Direct Selling
Direct Selling
The sales of a consumer product or service
in a face to face manner away from a
fixed retail location
Electronic Channels
Any Channel that involves using the internet as
means of reaching the end user or any
channel for which the consumer literally buys
on-line
B2C
B2B
Wholesaling
Business establishment that do not sell
products to a significant degree to
ultimate household consumers, but sell
products primarily to to other businesses
Distribution Channel Based on
Delivery Method
1. Direct Distribution
Tidak Ada Perantara, Barang Dikirim Langsung
Dari Produsen Ke Konsumen
2. Indirect Distribution
Barang Dikirim Dari Produsen Melalui Perantara
Distribution Cannel For Consumer
Good
Consumer
Manufacture
Manufacture
Manufacture
Wholesaler
Retailer
Consumer
Retailer
Consumer
Retailer
Consumer
Jobber
Manufacture
Wholesaler
Distribution Channel for
Industrial Good
Consumer
Manufacture
DISTRIBUTOR
Manufacture
Manufacture
Representative
Branch
Manufacture
Representative
Branch
Consumer
Consumer
DISTRIBUTOR
Consumer
Distribution Channel Based on
Organizational Arrangement
1. Conventional
2. Vertical
3. Horizontal
4. Mix
1. Conventional
Terdiri Atas Satu Atau Beberapa Perantara
Yang Bersifat Independen Dan Merupakan
Bisnis Tersendiri
Manufacture
GROSIR
Retailer
Consumer
2. Vertical Marketing System
Terdiri Atas Satu Atau Beberapa Perantara
Yang Bersifat Dependen Dan Merupakan
Bisnis Terpadu
Manufacture
Wholesaler
Retailer
Consumer
Type of VMS
VMS Corporation
Didasarkan Atas Kepemilikan
2. VMS Contract
Didasarkan Atas Kontrak/perjanjian
3. VMS Coordinative
Didasarkan Atas Kerjasama
4. Mix
Bila Perusahaan Menggunakan Dua Atau Lebih
Sitem Saluran Distribusi Sesuai Dengan
Segmentasi Konsumennya
KATALOG, EMAIIL, DSB
Manufacturer
DISTRIBUTOR
ARMADA PENJUAL
CONSUMER 1
Retailer
CONSUMER 2
AGENCY
CONSUMER 3
CONSUMER 4
C. Distribution Cannel Based on
number of Participants
1. Intensive Distribution
Menyediakan Produk Disebanyak Mungkin
Outlet
2. Exclusive Distribution
Menyediakan Produk Hanya Pada Beberapa
Outlet Eksklusif
3. Selective Distribution
Menyediakan Produk Hanya Pada Beberapa
Outlet Selektif
D. Distribution Channel Based on
Function
1. Primary Channel Participant
Berpartisipasi Dalam Kepemilikan Inventory Atau
Resiko Finansial
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Manufacture
Wholesaler
Retailer
2. Specialized Channel Participant
Berpartisipasi Hanya Dalam Suatu Pelayanan
Tertentu Karena Fee
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Functional Specialist: Transportation, Warehousing,etc
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Support Specialist: Advertising, Insurance, Etc
Primary Channel Participant
A Business That Is Willing To Participate In The
Inventory Ownership Responsibility Or Other
Significant Aspects Of Financial Risk
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• Manufacturer
Wholesalers (Merchant,agent)
• Retailers
Specialized Channel Participant
A Business That Participates In Channel
Relationships By Performing Essential Services For
Primary Participant Or A Fee
Functional
- Transportation
- Warehousing
- Assembly
- Fulfillment
- Sequencing
- Merchandizing
Support
- Financial
- Informational
- Advertising
- Insurance
- Advisory
- Arranger
Economics Of Distribution
Foundation For Developing A Successful
Channel Arrangement
Specialization
Assortment
Specialization
• The Ability To Superiority Perform A Specific
Function
• Specialization Is Based On Economics Of
Scale, Scope And Expertise
Assortment
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Process Of Creating And Positioning A Mix Of
Products Desired By Customer Through:
1. Concentration
2. Customization
3. Dispersion
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Consists Of Sorting And Configuring A Variety Of
Products And Commodities To Satisfy Exact Buyer
Requirements
1. Concentration
• Collection Of Large Quantities Of A
Single Product Or Several Different
Products So That They Can Ultimate
Be Sold As A Group
• Basic Principle Of Concentration Is
Referred To As Minimum Total
Transaction
2. Customization
• Process Of Sorting And Grouping Of
Product Into Unique Combinations To
Satisfy A Specific Customer’s
Requirements
• Capability Of A Firm To Achieve
Effective Customization Is The Heart
Of Developing A Supply Chain
Arrangement
3. Dispersion
Shipping Unique Assortment To
Customer When And Where
Specified
Rancangan Saluran Distribusi
1. Analisis Kebutuhan Pelayanan
2. Menetapkan Sasaran
3. Mengembangkan Alternatif Saluran
4. Evaluasi Alternatif Saluran
5. Rancangan Implementasi
Analisis Kebutuhan Pelayanan
1. Identify The Key Component Of
Customer Service
2. Establish The Relative
Importance Service Components
3. Identify Cluster Of Customer
1. Menetapkan Prioritas
CUSTOMER
A
KEY
P
R
O
D
U
C
T
B
C
A
B
C
2. Menetapkan Sasaran
1. Order Cycle Time
2. Stock Availability
3. Order Size Constraint
4. Ordering Convenience
5. Frequency Of Delivery
6. Delivery Reliability
7. Documentation Quality
8. Claims Procedure
9. Order Completeness
10. Technical Support
11. Order Status Information
3. Mengembangkan Alternatif Saluran
• Tipe Perantara
• Jumlah Perantara
• Peran Dan Fungsi Perantara
4. Evaluasi Alternative
Kriteria Ekonomi
• Kriteria Pelayanan
• Kriteria Pengendalian
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