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Channel Strategy
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Integrated View of Channel Strategy
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The Three Disciplines of Channel Stewardship
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Mapping the Four Forces Affecting
Channel Strategy
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Channel Evolution in the
Personal Computer Industry
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Framework
for Building
and Updating
a Channel
Value Chain
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Channel Structure
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Aligning Channel Intermediaries
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Four-Step Channel System Alignment Process
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US Retail E-Commerce Sales by
Product Category (USD, in billions)
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Exhibit TN.1: Key Concepts and Ideas:
Margins and Channel Activities
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Exhibit TN.2: Mapping the Forces
Affecting Channel Strategy
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Exhibit TN.3: The Structural Constraints
for Each Channel Structure Option
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Exhibit TN.4: The Profit-Maximizing
Effort Levels for Each Option
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Exhibit TN.5: Channel Profiles Interactive:
Top Ten Options Arranged by Profitability
(at the optimal effort levels indicated in Exhibit TN.4)*
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Beta Company: GTM Selection Decision
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Beta Company: GTM Selection Decision
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Seven-Step Process
for Building GTM Strategy
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Xxxxxxxx

Articulate
key goals
and determine
end users
value chain
requirements
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Start with the

perspective of
the end users
and identify
customer needs
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Assess the
capabilities of the
current company
channels in
fulfilling customer
needs
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Benchmark
against key
competitors
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Determine
the appropriate
channel options
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Set
improvement
goals
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(Continued)
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Determine
the appropriate
channel option
and the channel
value chain
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Exhibit TN.3: The Structural Constraints
for Each Channel Structure Option
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Channel Profile Choices
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Executive Committee Directives
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Presentation: Three Slides
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Executive Committee Directives
(Addendum 1)
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Executive Committee Directives
(Addendum 2)
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Executive Committee Directives
(Addendum 3)
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Exhibit TN.4: The Profit-Maximizing
Effort Levels for Each Option
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Exhibit TN.5: Channel Profiles Interactive:
Top Ten Options Arranged by Profitability
(at the optimal effort levels indicated in Exhibit TN.4)*
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Presentation: Additional Fourth Slide
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Lessons Learned and Reflections