Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
How you will deliver your goods and services to customers
Making sure your product is ready and available when and where customers want
Because it involves a movement of your product is also known as distribution strategy
The path your product takes from a producer (manufacturer) to final user (consumer)
Industrial user: Wood
Sawmill Warehouse Furniture factory
Furniture fact. Furniture store Consumer
Consumer: Furniture
Org. Ramírez Cinépolis Consumer Galerías Atizapán
Industrial user: Films
FIlma MPLC Org. Ramírez Producciones (film distributor in Mexico)
Consumer: Cinepolis
Direct ◦ Moves the product from producer to consumer with no
one in between
Indirect ◦ Employs intermediaries (people or businesses that move
products between producers and consumers)
Beauty Parlor Consumer
Specify the distribution objective.
Select the type of channel
Determine the distribution intensity
Select a specific member of the channel
Retailers
Wholesalers
Agents
Manufactures/Producers
Main intermediaries
Internet
Involves selling without transformation of new and used goods to retailers, to industrial, commercial, institutional or professional users, or to other wholesalers.
Wholesalers frequently physically assemble, sort and grade goods in large lots, break bulk, repack and redistribute in smaller lots.
Specialized stores (Boutiques, Radio Shack))
Warehouse Clubs (Costco, Sam´s)
Category Killer Stores (Home depot)
Limited line retailers (Best Buy)
Off price Retailers (Outlets)
Discount stores (Waldo´s)
Franchises (Gymboree)
Department Stores (Liverpool, Palacio de Hierro)
Supermarket (Wall-mart)
Retailers
A middlemen that expedites exchanges, represents a buyer or a seller, and often is hired permanently on a commission basis
Mainly used in international markets
Commission agent - does not take title of the goods. Secures orders.
Stockiest agent - hold ‘consignment’ stock Insurance agents
Car agencies
Sell to a geographically disperse market
Able to target and focus on specific segments
Relatively low set-up costs
Use of e-commerce technology (for payment, shopping software, etc.)
Paradigm shift in commerce and consumption
Deciding the right channel of distribution
Type of market
Number of potential buyers
Geographic market concentration
Order sales
Unit value
Perishable product
Technique nature of the product
About goods you have to decide also about the physical movement of your product and how it would be shipped
Truck, airplane, train, ship or pipelines
Internet
Intensity of distribution
According to the habits and needs of your market you have to decide: Working schedule
Labor days
Amount of production
1. Decide how you will sell and distribute your product
2. Decide your location according to your target market
3. Decide if it will go directly from you to the market or you will use intermediaries
• According to the market • According to the product
4. Which would be the intensity of the distribution
◦ Working schedule and labor days 5. Decide which transportation media you need
Related Documents
