Questions and Answers
Managing the distribution channel is critical in our business. Where should we capture information on this?
If you use several distribution channels, you might consider segmenting your core business by channel (as opposed to other criteria such as market, application, specialty versus commodity buying behavior, etc.). Doing so would allow you to focus on the current and future needs and preferences of each channel as well as anticipated market changes that could result in significant channel adjustments. If you choose this segmentation, be sure to not lose sight of key attributes of the end consumer market and how their needs and preferences combine to "pull" product through the various distribution channels. Another way to focus on distribution is to complete a capabilities assessment of strengths and weaknesses in the elements of channel management. "Drilling down" would let you identify critical skills required for successful channel management and which of these skills can be further capitalized on or need corrective action.
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