Tài liệu môn Channel Management

Nowaday, products and services must go throught multiple marketing channels before to approach enduser. So a marketing channel strategy will help design and manage overall channel structure specifically and efficently. Firstly, the understanding and managing sales channel critical is extremely to most businesses. Because of total sales through sales channels (e.g., retailers, wholesaler) occupies one third of GDP. Secondly, the channels help the manufacturers connect and link to endusers. If marketing channel strategies is not effective, the manufacturer’s products or services will limit reach and lack of attractiveness to buyer. Thirdly, when customers are taked better they will be satisfied and tend to be loyal to that brand. Therefore channel experience determines people’s perceptions of the manufacturer’s brand image and thus enduser satisfaction.

PROBLEMS TRỊNH QUANG MAYBE YOU NEED TO DIVIDE THE CONTENT The distribution density of retailers is not uniform, there are still areas where the company The company’s distribution channel has only focused on two main provinces, Hanoi and Saigon, which have not yet been spread evenly – that requires a large human YOU COULD USE THREE COLUMNS, WHY NOT? So, leading to finding & research information which serve for the company’s business still time consumin and it’s hard to control a huge of Although there are policies to encourage middlemen, some intermediary still not have a positive attitude towards the company – these middlemen restrictive sale the The company’s management system is not yet rigid SOLUTION 01 Improving market research’activities and posing clear questions for the purpose of the study FOR EXAMPLE For intermediaries: Where they work ? How many suppliers they buy ? Why they buy goods form other suppliers ? What kind of product they usually import ? How much volume they buy ? What time they willing to renew their store ? For end – users: Are they really satisfied with the company’s product ? How much volume will the customer buy ? For competitors: Selling price & policy for Choose the right strategy for the channel Pay attention on seasons or holidays in order to apply discounts and promotions to speed up the consumption of goods from intermediateries FOR EXAMPLE Evaluate channel members for reasonable reward, creating attraction for neighboring channels Rate of growth over time = (Sales reached during the period – Sales for the same period earlier ) x100% / Sales for the same period earlier THANKS!