The Manager's Guide to Distribution Channels
Valuable tools to manage and maximize each link in your firm's "go-to-market" chainIn today's every-penny-counts, globally competitive business arena, effective management of distribution channels is vital to a firm's competitive success.The Manager's Guide to Distribution Channelsexamines how today's most innovative corporations are literally rewriting the rules for channel management and redesigning their distribution strategies to take full advantage of ongoing technological and operational innovations.Filled with market-proven tools and techniques for creating and managing channels that work in sync with your channel partners and end users, this real-world guidebook will show you how to:Stay on top of changes in how customers want to buy and receive your productEvaluate your channel in a step-by-step processAlign your firm's overall objectives with its channel objectives, and ensure a solid supporting infrastructureYour markets and their needs change everyday. And while your firm's distribution strategies must be flexible enough to change with it, they must also be clear enough to be understood by each channel member.The Manager's Guide to Distribution Channelsprovides the knowledge and insights you need to create a profitable channel strategy, and expertly manage each channel relationship.Dell Computer revolutionizes the computer industry by selling direct to end users, then successfully expands its distribution strategy to meet changing consumer demandsAvon goes beyond its legendary in-home sales channel, launching boutiques in established department stores to reach a younger, working marketHuffy relies on costly focus group results to launch a new bicycle line, yet overlooks one small but vital distribution detail--leading to what its CEO terms "a $5 million mistake"In each case, a leading corporation made or attempted to make distribution channel decisions to better serve its end-customers and strengthen its long-term competitive position. Yet, as the market would prove, reliance on weak channel knowledge and market insight can derail even the most ambitious plans.The Manager's Guide to Distribution Channelsis your bottom-line guide to ensuring that your firm successfully tailors its channel strategy and management to the realities of the channel and needs of the marketplace. A step-by-step handbook to formulating your channel structure, strategy, and relationship management so that it is both market-driven and results-oriented, this easy-to-implement manual is divided into three equally valuable sections:Part Iprovides an executive overview of distribution channel issues, and the myriad decisions necessary to improve the flow of product from raw material to end userPart IIdefines channel and coverage requirements, while dealing with domestic and foreign channel design issues and selecting profitable channel partnersPart IIIcovers strategies for making and managing strong channel relationships, from establishing mutual performance expectations to monitoring channel performance, and adjusting plans when necessaryChannel management is much more than simply the shipping and receiving of goods. It is the lifeblood of your business, and the key to its short- and long-term success.The Manager's Guide to Distribution Channelstells you everything you need to know to maximize the operational effectiveness and profitability of your marketing channels and distribution programs. It helps you manage your distribution relationships both individually and as a whole, and transforms your channel management program from an operational chore into a strategic competitive advantage.