MKG-119 Distribution Channel Strategy and Management

Description

*This course is also available as a live distance learning course*

A 5-day training course to equip participants with the tools and methods to develop a distribution/channel strategy, and to select, manage and monitor a distribution channel. Channel agreement negotiation and channel conflict are also covered.

Objectives

• Understand how to develop a channel strategy by considering external and internal factors
• Analyze the different steps to select channels members within a distribution channel
• Understand how to motivate distribution channels
• Provide the necessary tools to manage and monitor distribution channels
• Review the strategies and concepts involved in resolution of channel conflict
• Practice negotiation skills
• Learn how to apply key knowledge for the successful management of channels

Topics

Overview of global and competitive telecom environment

Review of key marketing, sales, and distribution concepts

• Relationship between types of planning
• Marketing mix
• Customer buying behaviour
• Value creation and value proposition
• Competitive strategy and tactics
• Happy customers
• Importance and functions of distribution channels

Channel design

• Types of distribution channels
• Identifying and choosing the right distribution channels
• Channel life cycle

Overview - developing a channel strategy

• Developing a channel strategy
• Environmental assessment
• SWOT analysis
• Target market – customer profile
• Competitive analysis
• Legal and regulatory factors

Selecting channel members within a distribution channel

• Channel selection criteria
• Market coverage
• Cost, margin and profitability
• Competition
• Convenience and ease of use
• Synergy and compatibility
• Reputation, trust, confidence
• Motivation
• Sales performance, sales forecast
• Contracts
• Working with channels – negotiation skills

Managing & monitoring distribution channels

• Channel value proposition
• Managing channel behaviour
• Inventory management
• Analysis and measurement of channel performance
• Maximizing effectiveness of distribution channels

Motivating channel members

• Motivating channel members
• Incentives, competitions
• Training and communication
• Revenue to channels versus the competition
• Point of sale advertising and promotion

Channel conflict resolution

Account management of channels

• Selection and management of channel management staff
• Sales objectives - linkages to business and marketing strategy
• Managing channels and territories, setting quotas
• Compensation, motivation and retention of sales staff

Target Audience

• Telecommunications managers and senior personnel responsible for distribution, marketing and sales
• Managers looking to complement their skill-set by gaining a deeper understanding of distribution channel strategy & management

Methodology

Location

About Neotelis