M C M C
M C M C
M Mail Order C
A Own Store O
N Retailer N
U Whole Saler Retailer S
F Sales Agent Or Broker Whole Saler Retailer U
A Manufacturer’s Branch Whole Saler Retailer M
C Manufacturer’s Branch Retailer E
T R
U
R
E
Alternatif Saluran Distribusi Untuk Industrial Goods
M C
A Mail Order O
N N
U S
F Agent Of Broker U
A Industrial Distributor M
C Agent Of Broker Industrial Distributor E
T R
U
R
E
Alternative
Alternative Channels
Channels of
of Distribution
Distribution
Direct Channel Indirect Channels
Agents or
Brokers
Wholesalers Wholesalers
Wholesalers
Wholesalers
• Many conflicts
• Often weak performance
Wholesalers
• One member exercises
strong (& often formal)
leadership
Retailers • Channel acts as a Retailers
Retailers
unified system
• Helps manage conflict
Consumers
• Improves performance
Consumers
Horizontal
HorizontalMarketing
MarketingSystem
System Hybrid(Multi-Channel)
Hybrid (Multi-Channel)Marketing
Marketing
System
System
Two
Twoorormore
morecompanies
companiesatatone
one
channel level join together to Companysets
Company setsup
uptwo
twoor
ormore
more
channel level join together to
follow distributionchannels.
channels.
followaanew
newmarketing
marketing distribution
opportunity.
opportunity. Toreach
reachdifferent
differentmarket
marketsegments:
segments:
To
Examples:
Examples: Smaller&&larger
largerbusinesses
businesses
Smaller
Two
Tworetailers:
retailers: Urban&&rural
ruralcustomers
customers
Urban
banks
banksininsupermarkets
supermarkets Toestablish
To establishmore
moreintensive
intensive
Starbucks
StarbucksininBarnes
Barnes&&Noble
Noble distribution:
distribution:
Carl’s
Carl’sJr.
Jr.&&Green
GreenBurrito
Burrito Manufactureruses
usesindependent
independent
Manufacturer
Two retailers&&VMS
retailers VMS(e.g.,
(e.g.,Nine
NineWest)
West)
Twomanufacturers:
manufacturers:
Pepsi
Pepsi&&Lipton
Lipton
Direct&&store
Direct store(e.g.,
(e.g.,Avon)
Avon)
Starbucks
Starbucks&&Pepsi,
Pepsi,Kraft
Kraft Disintermediation
Disintermediation
Merancang Saluran Distribusi :
Tentukan sasaran dan hambatan saluran
distribusi
Kenali alternatif utama dalam saluran
distribusi
Evaluasi alternatif utama
Memilih anggota saluran distribusi
Memotivasi anggota saluran distribusi
Evaluasi anggota saluran
Evaluasi Tingkat Output Pelayanan