Organizational Structure: Supply and Demand Strategies

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來自 IE Business School 的課程

Channel Management and Retailing

276 個評分

IE Business School

Channel Management and Retailing

276 個評分

課程 3（共 5 門，Specialization 营销组合实践）

Nowadays a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. In the last decade, there have been two main revolutions that have affected industries, increasing the importance of Distribution Channel Management: • The IT revolution: considering developments in CRM, supply chain, planning tools, merchandise and reallocation systems, amongst others. • The retail focus: a clear retail strategy can be a differentiator for companies and a strong weapon of competitiveness. Stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.

從本節課中

Distribution Channels and Their Evolving Landscape

At the end of this module you will be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.

The Nature of Trade Marketing6:12

Organizational Structure: Supply and Demand Strategies3:58

ECR & Category Management: Collaboration Initiatives6:12

What is the Future of Trade Marketing?3:44

Expert Interview: Maria Garcia, General Manager of Office Depot Iberia8:40

與講師見面

Maria Teresa Aranzabal
Professor
Marketing

[MUSIC]

Welcome.

Today we're going to describe how trade marketing has changed the organizational

structure.

The emergence of trade marketing implied some modification in the structure

of the marketing and sales departments, bringing conflict sometimes.

Organizationally speaking, there are two main figures that appear.

The account key manager, or the key account manager on the manufacturer side

and the category manager on the trade or distributor side.

The biggest conflicts appear on how marketing and

sales budgets began to be allocated in a different way.

And regarding where we allocate these figures in the organization,

it differs a lot among the companies.

There is not a unique solution.

So we start to talk about what a key account manager is.

It is the person in charge of a large client on the manufacturer's side,

and what are the man objectives?

Of course, maximize sales and the wallet share within each client.

We want this client to buy as much as possible from us.

We also want to increase loyalty from the customer perspective.

And we serve all the Key Account Manager is usually the advocate of

the client inside the manufacturer.

This person also wants to increase their knowledge about the client from

the manufacturer's viewpoint, and even the knowledge about a certain industry.

And finally he or she acts as a facilitator

to make easy the communication process between the manufacturers and the client.

The other figure that we were talking about is the category manager.

And he's the counterpart of the key account manager, but

from the distributor's viewpoint.

It is the person in charge of managing the brand and

all the references or stock keeping units of a certain product category.

And what are the main objectives?

In this case they differ.

It has to develop a strategic plan for a certain product line.

Define and take care of the information and

technology that is required to support the process and

manage the relationship with all the manufacturers within the category.

Finally, define and manage the internal organization at the distributor level.

And these changes in the structure has also consequence about the marketing.

It's not the same, the consumer, as the trade marketing.

And the main differences, I am going to highlight them.

If we talk for example about objectives, in trade marketing

we are trying to detect and satisfy the trade needs,

whereas in the consumer we're thinking about the consumer needs.

If we talk about the promotional plan,

in trade marketing we are targeting the client per channel,

whereas in the consumer marketing we are talking about consumers per brand.

If we think about communication tools.

In trade marketing of course they are professional B2B tools,

whereas in the consumer one it's more the mass market ones.

And finally we'll talk about market research.

We are talking about consumer habits in the consumer marketing versus

purchasing habits in the trade one.

So today you have seen that we have covered that trade marketing implies

changes in the organizational structure in order to obtain the goals.

See you in the next class, where we will learn about the most important trade

marketing collaboration activities which is the efficient consumer response and

the category management.

[MUSIC]

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