1. Value Chain Strategy Pertemuan 17 Buku 1 Hal: 318-343
Matakuliah : J Strategi Pemasaran
Tahun : 2009
Value Chain Strategy Pertemuan 17 Buku 1 Hal:

2. Learning Objective Strategic role of value chain Channel strategy
Managing the channel
International channels
Bina Nusantara

3. Strategic role of value chain (1)
Distribution functions
Buying and selling
Assembly
Transportation
Financing
Processing and storage
Advertising and sales promotion
Pricing
Reduction of risk
Personal selling
Communications
Servicing and repairs

4. Value chain structures - consumer products
Producers
Supply Chains
Sales
Agents
Direct
Channel
Wholesalers
Wholesalers
Retailers
Retailers
Retailers
Consumers

5. Value chain structures - organizational products
Producers
Supply Chains
Sales
Agents
Sales
Agents
Direct
Channel
Distributors
Distributors
Distributors
Re-sellers
Organizational Customers

6. Strategic role of value chain (2)
Channels for services
Direct distribution by manufacturers
Buyer considerations
Competitive considerations
Product characteristics
Financial and control considerations

7. Factors Favoring Distribution by Manufacturer
Opportunity for
competitive
advantage
Profit margins
adequate to support
distribution
organization
Rapidly changing
market environment
Complete line
of products
Early stages of
product life cycle
Distribution
by the
manufacturer
Purchases are large and infrequent
Complex product
application
Extensive
purchasing
process
Small number of
geographically
concentrated
buyers
Supporting
services are
required

8. Channel strategy (1) Types of channel Conventional channel
Vertical marketing systems
Ownership VMS
Contractual VMS
Administered VMS
Relationship VMS
Horizontal marketing systems
Digital channels
Product digitization
Channel digitization

9. Channel strategy selection
1. Type of distribution channel
Horizontal
marketing system
Conventional
Vertical marketing system
Administered/
Relationship
Ownership
Contractual
2. Intensity of distribution
Intensive
Selective
Exclusive
3. Channel configuration

10. Channel strategy (2) Distribution intensity Intensive Exclusive
Selective
Channel configuration
End-user considerations
Product characteristics
Manufacturer's capabilities and resources
Required functions
Availability and skills of intermediaries

11. Channel strategy (3) Channel maps Selecting the channel strategy
Market access
Value-added competencies
Financial considerations
Flexibility and control considerations
Channel strategy evaluation

12. Illustrative channel map for heating units
Production =
100,000 units
Consumption =
100,000 units
Direct sales = 10,000 units
Commercial
Construction
Companies
(85,000 units)
Construction
Sub-
Contractors
84,000 units
Independent
Distributors
42,000 units
75,000 units
42,000 units
7,000
units
Production
Of Central
Heating
Boilers
Small
Hardware
Retailers
40,000
units
2,000
units
Large
Hardware
Retailers
5,000 units
5,000 units
Domestic
Customers
(15,000 units)
Direct sales = 1,000 units

13. Channel strategy (4) Changing channel strategy
Channel strategy modification
Channel migration
Channel audit