《DistributionStrategy分销与物流战略》.ppt

Distribution Strategies Distribution Logistics Strategy Henry C. Co Technology and Operations Management, California Polytechnic and State University Contents Strategic Considerations in Distribution Strategy Formulation Contemporary Areas of Focus Contemporary Issues and Practices Strategic Considerations in Distribution Strategy Formulation This part based on “Distribution Logistics Strategy,” D. Betman, WH Systems, Inc. Strategy strat·e·gy NOUN: Inflected forms: pl. strat·e·gies 1a. The science and art of using all the forces of a nation to execute approved plans as effectively as possible during peace or war. b. The science and art of military command as applied to the overall planning and conduct of large-scale combat operations. 2. A plan of action resulting from strategy or intended to accomplish a specific goal. See synonyms at plan. 3. The art or skill of using stratagems in endeavors such as politics and business. Distribution strategy comprises of the interplay of 4 strategic considerations Customer Considerations Channel Considerations Company Portfolio Considerations Company Operations Considerations Strategic Considerations Customer Considerations Customers knowledge of the products, Customers’ price sensitivity in the product category, How Customers make purchase decisions Customers’ logistics and customer service needs, Customers’ comfort in using technology to meet their needs. Channel Considerations Ability to create differential product demand Coverage of targeted markets Customer service capacity Physical distribution systems Overall cost control orientation Ability to use technology in both demand creation and cost control. Company Portfolio Considerations Maturity of product portfolio often dictates support needed from the channel and therefore is a core driver of channel strategy. For example, launching newer products that require significant end user education without the active support of trusted channels with long-term customer rel