ANALYTICAL FRAMEWORK

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ANALYTICAL FRAMEWORK

• DESIGNING
• AND
• WORKING
• THE BEST CHANNEL

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AGENDA

• INTRODUCTION
• DESIGN
• SEGMENT
• POSITION
• TARGET
• ESTABLISH
• REFINE

3
AGENDA

• IMPLEMENT
• POWER
• DEPENDENCE
• CONFLICT
• COORDINATION
• SUMMARY AND CONCLUSIONS

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INTRODUCTION

• What is the best?
• No single right answer

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INTRODUCTION

• Design
• Segment
• Position
• Target
• Establish
• Refine

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INTRODUCTION

• Implement
• Power
• Dependence
• Conflict
• Coordination

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• Flow

• Structure

• Gap

• Flow

• Structure

Implement Process
Design Process
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AGENDA

• DESIGN
• SEGMENT
• POSITION
• TARGET
• ESTABLISH
• REFINE

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DESIGN SEGMENT
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DESIGN SEGMENT

• Bases
• Product
• VAS

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DESIGN SEGMENT

• VAS
• Bulk Breaking
• Convenience
• Fulfillment
• Assortment
• Variety

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DESIGN SEGMENT

• Environmental
• Constraints
• Characteristics

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DESIGN POSITION

• Channel Flows
• Physical
• Promotion
• Negotiation
• Finance
• Order
• Payment

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DESIGN POSITION

• Channel Structure
• Partners
• Types
• Wholesale
• Retail
• E-tail
• Multiple

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DESIGN POSITION

• Channel Structure
• Partners
• Types
• Particular Companies

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DESIGN POSITION

• Channel Structure

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DESIGN POSITION

• Channel Structure
• ABM/ABC
• Zero-based Budgeting

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DESIGN TARGETING
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DESIGN TARGETING

• Internal Bounds
• Budget
• Competence
• External Bounds
• Competitive Benchmarks

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DESIGN TARGETING

• Foundations of Planning
• SWOT
• Ansoff
• Porter
• Good starting point for understanding these
  models applied to channels

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DESIGN NEW OR REFINE

• Service
• Output
• Demands

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DESIGN NEW OR REFINE

• Gap Analysis (Ansoff)
• Take the quiz while you are here

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DESIGN NEW OR REFINE
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AGENDA

• IMPLEMENT
• POWER
• DEPENDENCE
• CONFLICT
• COORDINATION
• SUMMARY AND CONCLUSIONS

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IMPLEMENT POWER

• Ability to influence decision variables of
  another channel member

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IMPLEMENT POWER

• Sources
• Size
• Leverage
• Knowledge
• Assets

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IMPLEMENT POWER

• Impact of E-commerce
• Decreased power of firm/seller
• Increased power of consumer/buyer
• Symmetrical
• Collaborative

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IMPLEMENT CONFLICTS

• Types
• Goal
• Domain
• Perception

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IMPLEMENT CONFLICTS

• Conflicts and Management in Cyberspace
• Computerworld
• Stores

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IMPLEMENT COORDINATE

• Vertical
• Horizontal

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SUMMARY AND CONCLUSIONS