Collaborators, Channel, and Place

Question 1

What is this example?

Warby Parker sees the future of retail as try on as home and send back. They expand their supply chain

Answer 1

Collaboratore, Channel, and Price

Question 2

What is a channel?

Answer 2

a path that enables products and services to flow from producers to end users

• intermediaries = organizations and partners
• functions = activities

a value-delivery network of companies, suppliers, distributors, customer partner

that improves performance of entire system

goes from producer to consumer somehow
through retailers and distributors and wholesalers

Question 3

Channel Functions (3)

Answer 3

Transactional functions
logistical functions
facilitating functions

Question 4

transactional functions

Answer 4

buying, selling, risk taking

agents brokers wholesalers

Question 5

logistical functions

Answer 5

transporting storing sorting and creating assortments

distributors wholesalers retailers

Question 6

facilitation functions

Answer 6

financing, payment processing, shipping, info and research, promotion, inspecting testing, data analytics, platforms

facilitating and logistical agents

Question 7

Density of Coverage options (3)

Answer 7

Intensive - distributed through every outlet, high conflict potential

Selective - resellers compete to carry our product, less reseller loyalty

Exclusive - distributed through a single wholesaling middleman or retailer in a market, high influence on reseller, higher margins, stable distribution levels, less competition at point of sale

Question 8

What is this example?

P&G has so many brands of detergent to make sure stores stock them and to squeeze out competition. They provide the diversity for the customer already - no need for other competition brand

Answer 8

coverage intensive

brand portfolio

Question 9

What is this example?

Marriot has so many (endorsed brands) that provide diversity for the customer.

Answer 9

coverage

brand portfolio

Question 10

Trends

Answer 10

• moving towards direct to consumer marketing
• disintermediation
• omnichannel
• channel conflict
• data analytics

Question 11

Integration

Answer 11

Vertical integration - combine successive stages of production and distribution under single ownership

Administered VMS. - Vertical marketing system - controlled suppliers (Detroit Model and Zara)

Question 12

what is this example?

Luxxottica does sense frames EyeMed VisionCare and Ray Bans Oakley Armani Lens Crafters Sunglass Hut

Answer 12

Vertical Integration

Question 13

what is this example?

Detroit model is to have a bunch of automaker suppliers all clustered in one place. there is more control

Answer 13

Administered VMS integration

Question 14

what is this example?

Zara has good control over suppliers because they are only client. For the European manufacturers

Answer 14

Administered VMS integration

Question 15

what is this example?

Li & Fung coordinates all the manufacturing, trading and exporting, retailers, and brands for companies. They own nothing - manage Hello Kitty, Frye, Juicy Couture, Calvin Klein and make $3.89 B in revenue

Answer 15

administered VMS integration

Question 16

the process of the channel

Answer 16

1 product development
2 raw material sourcing
3 production planning
4 factory sourcing
5 manufacturing control
6 quality assurance
7 export documentation
8 shipping consolidation