Definición, tipos, y estrategias con canales de distribución

Summary

In today’s competitive market, distribution can sometimes cost more than manufacturing. With so many distribution channels available—physical stores, online stores, and marketing platforms—companies face challenges in managing them. The video highlights two approaches to handle this: relying on a single channel for control or utilizing multiple channels to expand market reach. The latter is made easier with a centralized online store that serves both B2B and B2C customers, ensuring consistency across platforms. By leveraging the internet effectively, businesses can grow faster and keep control of their distribution strategy.

Takeaways

• 😀 Distribution can be more expensive than manufacturing due to high competition and multiple consumer choices.
• 😀 Companies face challenges in managing multiple distribution channels due to the increasing variety of available options.
• 😀 There are traditional sales channels (physical stores, franchises) and online channels (e-commerce, email marketing, etc.).
• 😀 The growth of online sales channels, including intranet and extranet, has introduced complexity in distribution management.
• 😀 Distribution channel conflicts can arise when selling through both physical stores and a company website, for example.
• 😀 One option for managing distribution is to limit growth by using a single channel, which offers more control but reduces market share.
• 😀 A single sales channel could prevent a company from competing effectively with rivals, which may capture a larger market share.
• 😀 Using multiple channels allows a company to grow faster and better compete with rivals, but it requires more management.
• 😀 One solution for handling multiple channels is to establish strict control policies to ensure consistent customer experience across all channels.
• 😀 Another solution is to centralize operations by having a unified online store that serves both the general public (B2C) and wholesalers (B2B).

Q & A

Why is the cost of distribution sometimes higher than the cost of producing a product?

Distribution can be more expensive than production due to the large number of competitive companies, the variety of options available to consumers, and the complexity of managing multiple distribution channels. The more channels a company uses, the more expensive and challenging it becomes to ensure smooth operations.

What role does competition play in the cost of distribution?

With more companies in the market offering similar products, businesses are forced to find diverse ways to reach consumers. This leads to higher distribution costs as companies must use multiple channels to stay competitive and ensure they don't lose market share.

What are the traditional and online sales channels mentioned in the script?

Traditional sales channels include physical stores, franchises, and sellers. Online channels include e-commerce websites, intranet, extranet, email marketing, and other online platforms that have emerged with the internet.

What is the main challenge when managing multiple distribution channels?

The main challenge is ensuring consistency and preventing conflicts between different channels. Companies need to manage how products are sold across various platforms to maintain a cohesive brand experience for consumers.

How can multiple distribution channels lead to conflicts?

Conflicts can arise when different channels, such as physical stores and online sales, compete for the same market. For example, a food manufacturer selling sausages in stores and through their website might face pricing and inventory issues, which can confuse or frustrate customers.

What are the two main options companies have for managing distribution channels?

The first option is using a single distribution channel, which offers more control but limits growth. The second option is using multiple channels, which provides more growth opportunities but requires careful management to avoid conflicts and confusion.

What are the advantages and disadvantages of using a single distribution channel?

The main advantage of a single channel is that it simplifies management and avoids conflicts between different sales platforms. However, the disadvantage is that it limits growth opportunities, as the company may miss out on reaching a broader customer base, giving competitors an advantage.

How can a company manage multiple distribution channels effectively?

One solution is to establish strict policies for managing channels, ensuring consistency in customer treatment across all platforms. Another solution is to centralize sales through a unified online store that serves both end consumers and wholesalers, reducing duplication and confusion.

What is the benefit of centralizing sales in a single online store?

Centralizing sales in a single online store ensures all pricing, product information, and sales are unified in one place. This helps avoid duplication, simplifies management, and ensures both consumers and wholesalers can access the same platform for their purchasing needs.

What role does an online store play in managing both B2B and B2C channels?

An online store that serves both B2B (business-to-business) and B2C (business-to-consumer) markets can streamline operations by providing different sections for each audience. For example, wholesalers can access special pricing through an intranet section, while consumers shop on the public-facing part of the website.