工商导论课件

国际商务导论FundamentalsofBusiness,Lecture6:DistributionandBusinessPlanWriting,Whattocovertoday：,DistributionandmarketcoverageChannelsofdistributionIntermediariesPhysicaldistributionandtransportationDevelopingabusinessplanExercises,1.Distributionandmarketcoverage,Distribution分销is:-thechannelsorpathwaysbywhichafirmsproductsaremadeaccessibletoitscustomersMarketcoverage市场覆盖is:-thedegreeofproductdistributionamongoutletstocoverthemarket,Marketcoveragecanbeclassifiedas:,Intensivedistribution:acrossmostorallpossibleoutletstoensureeasyaccessbyconsumers,productsthatdonottakeupmuchspaceanddonotrequireexpertise,e.g.cigarettes,chewinggum,softdrinkSelectivedistribution:throughselectedoutlets,andsomeoutletsareintentionallyavoided,tocreateprestigeorguaranteespecializedservicee.g.VictoriasSecrets:viaupscaledepartmentstoresonlyExclusivedistribution:throughonlyoneorfewoutlets,anextremeformofSdistribution,e.g.luxurywatches,high-qualityjewelry:oneparticularspecialtystoreThehighertheprice,themoreselectivethemarketcoverage.,Marketingresearchandmarketcoverage,Marketingresearchcanhelpafirmdeterminetheoptimaltypeofcoveragebyidentifyingwhereconsumersdesiretopurchaseproductsorservices.,aDVDproducer:grocerystores,retailstores,videostores,supermarket;amountofmoneycustomersarewillingtopayateachtypeofstoreRalphLauren:company-ownedstoresintrendyneighborhoodsandresorts,“storewithinastore”indepartmentstoressuchasMarcys,2.Channelsofdistribution,Channelsofdistribution分销渠道is:-thespecificmethodafirmusestosellanddeliveritsproductsorservicestoitscustomersDirectChannel:involvesnointermediariesOne-levelChannel:involvesretailersTwo-levelChannel:involveswholesalersandretailers,2.1Comparisonofthreedistributionchannels,“Thedirectmodeleliminatestheneedtosupportanextensivenetworkofwholesaleandretaildealers,therebyavoidingdealermarkups加价;avoidsthehigherinventorycostsassociatedwiththewholesale/retailchannelandthecompetitionforretailshelfspace.Inaddition,thedirectmodelallowstheCompanytomaintain,monitor,andupdateacustomerdatabasethatcanbeusedtoshapethefutureproductofferings.thisdirectapproachallowstheCompanytorapidlyandefficientlydeliverrelevanttechnologytoitscustomers.”-DellannualreportQuestion:whatarethebenefitsofthedirectchannelasforegroundedhere?,Casestudy:DirectchannelofDell,Directchannel,theproducerdealsdirectlywithcustomerse.g.Amway,insurancecompanies,DHC,凡客诚品,LandsEnd,DellPossiblepromotionmix:relymoreonpersonalselling,PR,directmail,andtheInternet(increasingpopularity)Advantage:fullcontroloverthemarketingmix(esp.pricelesscoverage/access,One-levelchannel,onemarketingintermediary(theretailer)isinvolvedbetweentheproducerandthecustomere.g.TimeWarner:itsfilmcompanymovietheaters,itsrecordcompanymusicshopsPossiblepromotionmix:relymoreonmediaadsandsalespromotion,Two-levelchannel,twomarketingintermediaries(thewholesalercanbefurtherclassifiedas:Wholesalers/distributors批发商/经销商:buyproductsfromtheproducerinlargequantitiesandresellthemtoretailersRetailers零售商:sellproductstoendconsumersAgents代理商permanent(agents)vs.deal-by-deal(brokers),3.1Wholesalers,Full-servicewholesalersLimited-functionwholesalersRackjobbers货架批发商Cashandcarrywholesalers付款提货批发商Dropshippers订货批发商,3.2Retailers,StoreretailingDepartmentstoresDiscountstoresSupermarketsHypermarketsGeneralstoresSpecialtystores,NonstoreretailingVirtualstoresVendingmachinesMail-orderhousesDirectsellingCartsandkiosksMLM,3.3Agents&brokers,Commonlyusedbysmallbusinesseswithunknownbrandsthatmaynotreceiveordersfromwholesalersorretailoutlets,orbyforeigncompaniestoexplorethemarketand“testthewater”e.g.anentrepreneurcreatesanewpaintproductmayuseanagenttoconvincearepresentative(alsocalledabuyer)ofHomeDepot家得宝,whowilldecidewhetherHomeDepotshouldcarrythisproductsinitsretailstores.Anagentcanbecriticaltothesuccessofsuchafirm.,Forallyourhomeimprovementneeds:appliances,bathroomdecoratingideas,kitchenremodeling,patiofurniture,powertools,bbqgrills,carpeting.back,3.4Valueaddedbyintermediaries,Timeutility时间便利Placeutility地点便利Ownershiputility所有权便利Formutility商品整理便利Informationutility信息便利Serviceutility服务便利,4.Physicaldistributionandtransportation,Modesoftransportation:Rail:mainlyforwholesalersTruck:mainlyforretailersPipeline:forliquid&gasWater:forbulkcargos,ernationaltradeAir:forlight,costlygoods,Casestudy:StreamlinethelogisticprocessinToyota,Theselectionofpropertransportationismerelythefirststepindevelopingapropersystemfordeliveringproductsefficiently.ToyotausedtoletitsfinishedcarssitinitsKentuckyfactory,untilithadalargebatchtosendbyrailtovariousdealershipsaroundthecountry.Nowitimmediatelysendsitsfinishedvehiclesbyrailtoasortingdock,wheretheyaresortedandthendeliveredtovariouscitiesnearby.Consequentlythecarsnolongersitatthefactory,andthedistributiontimehasbeenreducedby2day.Inreality,noformulasareavailabletodeterminetheidealtransportationsystem.Mostfirmscomparetheestimatedtimeandexpensesofeachpossiblemethod,andthenselectthemosttime-/cost-efficientone.,5.Developingabusinessplan,-adetaileddescriptionoftheproposedbusiness,includingadescriptionoftheproductorservice,theindustryenvironment,thecompetition,theorganizationalstructure,thesourcesofmanagers,thetypesofcustomersitwouldtarget,theproductionprocess,andtheamountandsourceoftheinvestment,etc.-achecklistforentrepreneurstoensurethattheyhaveconsideredallthekeyfunctionsofthebusiness-aformalproposaltoattractpotentialinvestors,Structureofatypicalbusinessplan,DescriptionandownershipofproposedbusinessAssessmentofthebusinessenvironment(marketingresearch)GlobalenvironmentIndustryenvironmentNeedsunsatisfiedManagementplanOrganizationalstructure,ProductionprocessHumanresourcesMarketingplanTargetmarketProductcharacteristicsPricingDistributionPromotionFinancialplanFundsneededFeasibilitySummaryAppendic