Course details

Overview ?

Why Choose this Course?

This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalization customers nowadays expect more and better channel choices for gaining access to the products from all over the world.

Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.

New technologies as well as globalization have dramatically transformed marketing channels and the way, how and where customers want to use them. Broad principles will be discussed by which a company expects to achieve its distribution objectives for its target markets.

Workshop highlights include:

Overview of the functions performed by channels and the value they create
Characteristics of retailing and important retail marketing decisions
How to design a marketing channel and select channel members
Power and conflict in distribution channels
Franchising as a distribution alternative
Electronic marketing channels and service channels

What are the Goals?

Upon completion of this course delegates will be able to:

Understand the importance of channels in the context of the 4 P´s of Marketing
Understand what value channel members create
Analyse the different types of market coverage
Appreciate the main retail positioning strategies
Determine what type of intermediaries can be used in a channel

Who is this Course for?

This course is suitable to a wide range of professionals but will greatly benefit:

Sales- and Marketing professionals who work in a channel function
Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees.
Professionals who are working in either retail or wholesale
Participants who are considering to become a franchisee or a franchisor

How will this be Presented?

This course has a foundation in the relevant theory and includes a number of company examples of how successful companies apply it.
The training process is a combination of lectures, small group work on real company cases and practical exercises to apply knowledge.
The course is delivered by a highly experienced business senior business manager who has a long experience in channel management.

The Course Content

Day One

The structure and function of marketing channels

The value that distribution channels create
Marketing flows in channels and contact efficiency
Typical channel structures
Service outputs of channels
Channel strategy defined
Gaining differential advantage with channels

Day Two

Retail and Wholesale

The characteristics of retailing
Retail marketing decisions: target markets and retail positioning strategy
Retail strategic profit model and Mgt Horizons Impact Model
Non-store retailing
Retail store brands & Retail Trends
Types of wholesalers

Day Three

Channel design and the selection of channel members

Key challenges in channel design
Direct or indirect distribution
Exclusive-, selective-, intensive distribution
Variables affecting channel structure & who engages in channel design
The process of selecting channel members
What channel partners expect to get from the manufacturer

Day Four

Power and conflict in distribution channels; Franchising

Why power is used in channels
The nature of channel conflict and conflict resolution strategies
Franchising advantages and disadvantages for the franchisor and for the franchisee
Types of franchising
Franchise sales process
Key success drivers in franchising

Day Five

Electronic- and service channels

The structure of electronic marketing channels
Disintermediation versus reintermediation
Mobile electronic channels
Advantages and disadvantages of electronic marketing channels
Service channels: special characteristics of services
Customization of services and customer involvement

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Day 3

Day 4

Day 5

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