1. Channel Environment & Channel Behavior
1.1. Function of MKT channel
1.1.1. 8 functions: Distribution - Contact - Promotion - Matching - Negociation - Finacing - Risk Taking - Information
1.2. Specific dimension
1.2.1. Time Value - Place Value - Ownership Value - Tayloring Value
1.3. Trends in C.E
1.3.1. Market Liberalization
1.3.1.1. the loosening of government regulations and policies that restrict competition in the retail sector
1.3.2. Minimization of Inflation rate
1.3.2.1. To minimize inflation rates in retailing, governments and central banks can use a variety of tools and policies.
1.3.3. Business Globalization
1.3.3.1. Business globalization in retailing refers to the expansion of retail businesses across national borders and the integration of global markets.
1.3.4. Technological Innovation
1.3.5. Convergence of Sector
1.3.5.1. The convergence of sectors in retailing refers to the blurring of traditional lines between different types of retail businesses, as companies seek to diversify their offerings and reach new customers
1.4. Challenges
1.4.1. Concentration of Buying Group
1.4.2. Private labels to national brand
1.4.3. Mastering technical innovation
2. Channel Strategy & Channel Design
2.1. Distribution Approach
2.1.1. Distribution intensity
2.1.1.1. Intensive
2.1.1.2. Selective
2.1.1.3. Exclusive
2.1.2. Distribution approach
2.1.2.1. Selective
2.1.2.2. Extensive
2.1.3. Push and Pull effort
2.1.3.1. Pull
2.1.3.1.1. strengthens company image, i to make customers ask for its products
2.1.3.1.2. Low cost/mass market products
2.1.3.1.3. implemented with intensive distribution
2.1.3.1.4. huge investments in advertising
2.1.3.2. Push
2.1.3.2.1. creates the conditions to make sales people “pushing” the product (good product placement, personal advice)
2.1.3.2.2. incentives for retailers
2.1.3.2.3. High quality/high price products
2.1.3.2.4. implemented with a selective distribution
2.2. Channel Relationship
2.2.1. Degree
2.2.1.1. Classical market contracting (arm’s length)
2.2.1.2. Quasi-vertical integration or relational governance
2.2.1.3. Proprietary vertical integration
2.2.2. Types of intergration
2.3. Channel Structure
2.3.1. Vertical
2.3.1.1. Indirect (Longer) Channel
2.3.1.1.1. Ít trung gian (Nhà SX - Trung gian - KH)
2.3.1.2. Indirect (Shorter) Channel
2.3.1.2.1. Nhiều trung gian
2.3.1.3. Direct Channel
2.3.2. Horizontal
2.3.2.1. Retail formats
2.3.2.2. Commercial Service
2.3.2.2.1. Logistic services
2.3.2.2.2. Informative services
2.3.2.2.3. Accessory services
3. Channel Management
3.1. Business Model & Store Concept
3.1.1. B.M
3.1.1.1. Sustainable vs Less Susstainable
3.1.1.2. Key success factors
3.1.1.2.1. Low cost, efficient operations
3.1.1.2.2. Strong private label brands
3.1.1.2.3. Fashion Reputation
3.1.1.2.4. Category dominance
3.1.2. Store Concept
3.1.2.1. Develops a new retail format with a different retail mix for the same target market
3.1.3. Store Postioning
3.1.3.1. Location
3.1.3.2. Format
3.1.3.2.1. Specialty Stores - Department Stores - Supermarkets - Hypermarkets - Discount Stores - Convenience Stores - Off-Price Retailers
3.1.3.3. Drivers
3.1.3.3.1. Amount of service - Product lines - Relative prices - Organizational approach
4. Online Channel Management
5. Retailing Strategy
5.1. key decisions for internationalizing B2C distribution
5.1.1. Matching local channel with the international positioning of the brand
5.1.2. Degree of control
5.1.2.1. Ownership 100% control
5.1.2.2. International franchising
5.1.2.3. Exclusive Dealers
5.1.3. Geographical coverage
5.1.3.1. Exclusive distribution
5.1.3.2. Selective distribution
5.1.3.3. Extensive distribution
5.1.4. Retail infrastructure
5.1.4.1. Channel length
5.1.4.2. Finnacial source
5.1.4.3. Cost consideration
5.1.5. Differentiation from competition through distribution
5.1.6. Meeting customers’ needs