Marketing Channel Strategy
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- Điều hướng trang này:
- Dealer-Owned Co-op.
- Buying Group.
| Buyer-Initiated Formats.
These formats have been built on the concept of all buyers joining together to buy large quantities at better prices. It has expanded to give these buyers other securities and leverage that they might not be able to obtain on their own (e.g., private labeling, advertising design). As with the door-to-door concepts, variations of this concept are proliferating to meet individual buyers’ needs. a. Co-op. Companies, usually in the same industry, create an organization in which each member becomes a shareholder. The organization uses the combined strength of the shareholders to get economies of scale in several business areas, such as purchasing, advertising, or private-label manufactur- ing. This format is generally designed to allow small companies to compete more effectively with large competitors. Although wholesaler-distributors can form or join co-ops, their use as an alternative channel format may direct buyers from nonwholesaler-distributors. Example: Topco. b. Dealer-Owned Co-op. Similar to the co-op format, except the co-op may perform many of the functions rather than contracting for them with third- party suppliers (e.g., own warehouses). Shareholders/members are generally charged a fee for usage, and all profits in the co-op at year-end are refundable to the shareholders on some prorated basis. In many instances, this format has elements of a franchise. Example: Distribution America. c. Buying Group. Similar to the co-op, except the relationship is usually less structured. Companies can be members of several buying groups. The loose affiliation usually does not commit the members to performance. This format has taken on a host of roles. A group can buy through the wholesale distribu- tion channel or direct from manufacturers. Often, wholesaler-distributors are members of buying groups for low-volume items. Example: DPA Buying Group. 3. tải về 5.39 Mb. Chia sẻ với bạn bè của bạn:
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