Chapter 9 place
Sponsored Links
This presentation is the property of its rightful owner.
1 / 20

chapter 9 place PowerPoint PPT Presentation


  • 74 Views
  • Uploaded on
  • Presentation posted in: General

p art three: the marketing mix . chapter 9 place. an opening challenge. You are working for a French wine company. You know that Australian and American wine producers are seen as more technologically advanced and better value. How can you compete?. agenda. distribution supply chains

Download Presentation

chapter 9 place

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


part three: the marketing mix

chapter 9place


an opening challenge

You are working for a French wine company. You know that Australian and American wine producers are seen as more technologically advanced and better value.

How can you compete?


agenda

  • distribution

  • supply chains

  • intermediaries

  • channel design

    • length

    • breadth

  • overseas operations

  • marketing through the supply chain

  • e-channels


get the right products

to the right place

at the right time

the secrets of place (distribution)


a supply chainAQ – re-set figure type


supply chain members

  • sellers

    • manufacturers

    • resellers

    • wholesalers

    • retailers

  • facilitators

    • agents and distributors

    • logistics services

  • buyers

    • customers

    • consumers

    • business users


key aspects of logistics management

  • suitable storage facilities

  • the right amount of stock

  • good communications throughout the distribution channel

  • suitable transport

  • packaging that will protect the product in transit and storage (and be easy to lift and move)

(Fernie and Sparks, 2004)


choosing a retail location

  • is the right type of customer there?

  • transport and car parking?

  • costs?

  • competitive outlets?

  • complementary businesses?

  • a suitable building?

  • planning permission? Other legal restrictions?

  • has there been a similar business in the area?

  • (for chains) impact of new outlet on existing ones?

  • does the location have the right image?


channel design: length

PYO farm

0

consumer

0 level channel

(photo courtesy of Dave Pickton)


channel design: length

farm

fruit market

1

restaurant

2

consumer

2-level channel


channel design: breadth

exclusive

selective

mass


multichannel distributionAQ – text missing


buyer-seller relationshipAQ – text missing


selling overseas: two options

make the products at home

and export them

or

make the products abroad


selling overseas

home

country

indirect export

direct export

overseas

facilities

level of involvement and risk

target

country


marketing functions along the supply chain

  • stock holding

    • ensuring sufficient supply

  • transportation

  • information gathering

  • communications

  • promotion


e-channels

  • electronic distribution

  • b2b

    • order management

    • instant communication

    • supplier search

  • b2c

    • e-tailing, bricks and clicks

  • c2c

    • a different form of competition, e.g. eBay


summary

  • right products, right place, right time

  • place is concerned with the whole of the distribution function

    • from order to delivery

  • channel design

    • levels

    • exclusive, selective, mass

  • different types of intermediaries

    • with different roles

  • additional complexities of overseas distribution


reference

Fernie, J. and Sparks, L. (2004) ‘Retail logistics: changes and challenges’, in J. Fernieand L. Sparks (eds) Logistics and Retail Management: Insights into Current Practice and Trends from Leading Experts, 2nd edn. London: Kogan Page.


  • Login