Supply Chain ManagementSupply Chain Management The relationships among marketing channel members...
Transcript of Supply Chain ManagementSupply Chain Management The relationships among marketing channel members...
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Supply Chain Management
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Supply Chain Management
The relationships among marketing channel
members that reduce inefficiencies, costs and
redundancies and develop innovative
approaches to satisfy customers
Optimizes costs throughout the whole channel for
efficiency and service
Includes all entities that facilitate product distribution
and benefit from cooperative efforts
Arises from the need to achieve a more competitive
position
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Links in the Chain
All the goods, products, services and raw
materials required to deliver a finished
product to the consumer.
materials
parts
transportation
logistics
inventory management
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Marketing Channels
Marketing Channel
A group of individuals and organizations directing products from producers to customers
some degree of interdependency
Reduce the overall costs of market exchanges
Reduce search costs for customers
Maintain order in the marketplace
Efficiencies can be “compounded”
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Marketing Intermediary
An intermediary linking producers to other
intermediaries or to ultimate consumers
through contractual arrangements or through
the purchase and resale of products
Direct ChannelDirect ChannelProducerProducerProducer CustomerCustomerCustomerProducerProducerProducer CustomerCustomerCustomer
Indirect ChannelIndirect Channel
ProducerProducerProducer CustomerCustomerCustomerIntermediaryIntermediaryIntermediaryProducerProducerProducer CustomerCustomerCustomerIntermediaryIntermediaryIntermediary
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Channel Member Value
Market intelligence
Supporting end users
Promotion
Customer prospecting
Need based selling
Matching needs to channel activities
Negotiation
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Traditional View of Exchanges
Does this view
still apply to
today’s SCM?
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Typical Marketing Channels for
Consumer Products
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Typical Marketing Channels for
Business Products
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Channel Behavior
Channel captain
the key actor in the channel
Channel power
the degree to which any member can influence the
channel
Strategic alliances
two or more firms providing mutual benefits
Channel conflict
may occur at many levels and over a number of
issues
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Channel Captain
A dominant member (producer,
wholesaler, or retailer) of a marketing
channel or supply chain
Establishes channel policies and coordinates
development of the marketing mix
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Channel Power
The ability of one channel member to
influence another member’s goal
achievement
may influence pricing, distribution and
product decisions
power may be regional or product line
specific
manifested in both tangible and intangible
outcomes
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Channel Conflict
Sources of Channel Conflict
Disagreements arising among channel members
Communication difficulties jeopardizing coordination
Increased use of multiple distribution channels by
manufacturers creating conflicts with distributors and
retailers
Intermediaries diversifying into and offering
competing products
Producers attempting to circumvent intermediaries
and dealing directly with retailers
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Conflict Levels
Horizontal
among channel members functioning at the
same level
territory infringement
product allocation
Vertical
among members functioning at different
levels
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Channel Cooperation
Improving Channel Cooperation
Unifying channel to maintain market order
Agreeing to direct efforts toward common
objectives
Precisely defining each channel member’s
tasks
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Channel Integration
Vertical Channel Integration
Two or more stages of the marketing channel are
under one management.
Channel members coordinate their efforts to reach a
target market.
Vertical Marketing System (VMS)
A marketing channel managed by a single channel
member to achieve efficient, low-cost distribution
Corporate VMS
Administered VMS
Contractual VMS
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Channel Integration
Horizontal Integration
Organizations at the same level of operation
are combined under one management.
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Physical Distribution
Physical Distribution (Logistics)
Activities used to move products from producers to consumers and other end users Order processing
Inventory management
Material handling
Warehousing
Transportation
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Outsourcing
The contracting of physical distribution
tasks to third parties with specialized
logistics skills who do not have
managerial authority within the marketing
channel
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Inventory Management
Developing and maintaining adequate
assortments of products to meet internal or
external requirements
Objective is to minimize inventory costs yet have on
hand a sufficient supply of goods to satisfy
customers
Stockouts—inventory-related shortages of products
Reorder point= (Order Lead Time x Usage Rate) + Safety
Stock
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Just-in-Time
An inventory management in which supplies
arrive just when needed for production or
resale
minimizes warehousing
lower carrying costs
increases efficiencies
requires a high level of integration and coordination
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Materials Handling
The physical handling of products in
warehousing operations and the transportation
from points of production to points of
consumption
Unit loading—one or more boxes of product are
placed on a pallet and handled by mechanical
means (e.g., forklift)
Containerization—consolidation of many small items
into a single large container providing increased
handling efficiency and security in shipping
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Cross Docking
Truck
Truck
Truck
Truck
Truck
Truck
Truck
Truck
ContainerContainer
Container
STORAGE
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Coordinating Transportation
Intermodal Transportation An integrated transportation approach in which two
or more transportation modes are used in combination Containerization: piggyback, fishyback, birdyback modes
Freight Forwarders Organizations that consolidate shipments from
several firms into efficient lot sizes
Megacarriers Freight transportation firms that provide several
modes of shipment