What decisions do companies face in managing their channels ???

What if one of the outlets of channels like McDonald’s, Shell Oil , or Mercedes-Benz consistently appeared dirt, in-efficient or unpleasant ???

Selecting channel members

Training and Motivating channel members

Ways to do so :

CHANNEL POWER

Channel Power is the ability to alter channel members’ behavior. So they take actions they would never have taken otherwise.

CHANNEL

PARTNERSHIP

Companies try to forge a long term relationship with the Distributors in which clearly indicate wants from its Distributors in the way of :

INVENTORY LEVELS MARKET COVERAGE & MARKETING INFORMATION

What if some of th

e

Intermediaries are not working

properly .

Our business would surely go

down

Why are you using the same OLD Channel & related Strategy over the whole product life cycle ???

Its time to modify !

Channel Evolution

Channel

Modification

Decisions

Any thoughts on going

global

Its time to join hands with the international intermediaries to expand the Business

These slides were Created by Jalaj Garg, IIT Guwahati, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow.( see www.IIMInternship.com)