Channel strategy and plan- kế hoạch và chiến lược kênh phân phối
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[Organization Name]
[Product Name]
Channel Strategy and Plan
Prepared By:
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947_channel_strategy_and_plan_.doc
Last printed 7/27/2004 14:50:00 a7/p7
Channel Strategy and Plan
Acknowledgments
The contribution of the following individuals in preparing this document is gratefully
acknowledged:
[Contributors/reviewers/developers]
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Channel Strategy and Plan
Channel Strategy and Plan:
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DOCUMENT ACCEPTANCE and RELEASE NOTICE
This is [release/version] [0.0] of the Channel Strategy and Plan.
The Channel Strategy and Plan is a managed document. For identification of amendments, each
page contains a release number and a page number. Changes will be issued only as a complete
replacement document. Recipients should remove superseded versions from circulation. This
document is authorized for release after all signatures have been obtained.
Please submit all requests for changes to the owner/author of this document.
PREPARED: DATE:___/___/___
(for acceptance) ([Name], Document Owner)
ACCEPTED: DATE:___/___/___
(for release) ([Name, title], Project Sponsor)
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TABLE OF CONTENTS
1 EXECUTIVE SUMMARY.............................................................................................................7
1.1 Background.......................................................................................................................7
1.2 Objectives..........................................................................................................................7
1.3 Overview...........................................................................................................................7
2 BUSINESS OBJECTIVES...........................................................................................................7
2.1 Objective A........................................................................................................................7
2.2 Objective B........................................................................................................................7
3 CHANNEL SCHEMA...................................................................................................................7
3.1 Overview...........................................................................................................................7
4 CHANNELS ASSESSMENT.......................................................................................................8
4.1 Channels Available............................................................................................................8
4.2 Channels Economic Analysis............................................................................................9
4.2.1 Cost per Transaction...............................................................................................9
4.2.2 Channel Profitability Ratio.......................................................................................9
4.2.3 Channel Capacity....................................................................................................9
4.2.4 Channel Productivity................................................................................................9
4.3 Comparative Income Statement........................................................................................9
4.4 Channel Pros and Cons..................................................................................................10
5 COMPETITORS' CHANNEL ASSESSMENT............................................................................10
5.1 Competitor A...................................................................................................................10
5.2 Competitor B...................................................................................................................10
5.3 Summary.........................................................................................................................10
6 PREFERRED CHANNEL ANALYSIS.......................................................................................10
6.1 Channel Selection Matrix.................................................................................................10
6.2 Preferred Channel Schema.............................................................................................11
6.3 Strategic Objectives Alignment........................................................................................11
6.4 Advantages.....................................................................................................................11
6.5 Disadvantages.................................................................................................................11
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6.6 Cost.................................................................................................................................11
6.7 Risks................................................................................................................................11
7 TACTICAL PLAN......................................................................................................................11
8 PREFERRED CHANNEL POSITIONING..................................................................................11
9 BUDGET....................................................................................................................................12
10 PRICING, DISCOUNT, AND PROMOTIONAL GUIDELINES.................................................12
11 CHANNEL FUNCTIONS.........................................................................................................12
12 APPENDICES.........................................................................................................................12
12.1 Document Guidelines and Instructions..........................................................................12
12.2 Channel Strategy and Plan—Sections Omitted.............................................................13
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1EXECUTIVE SUMMARY
[Provide a high-level overview of channel strategy to executives.]
1.1 Background
[Provide information about why this channel strategy is required.]
1.2 Objectives
[Provide objectives that need to be achieved.]
1.3 Overview
[Provide a brief overview of strategy and plan.]
2BUSINESS OBJECTIVES
[Define business objectives and alignment with strategic objectives.]
2.1 Objective A
[Insert objective here.]
2.2 Objective B
[Insert objective here.]
3CHANNEL SCHEMA
3.1 Overview
[Describe channel schema.]
[Insert channel schema here.]
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4CHANNELS ASSESSMENT
4.1 Channels Available
[Insert list of all available channels here.]
[Example]
Direct Marketing
Paid Advertising
o Radio
o Television
o Internet
Print
o Newspapers
o Magazines
o "Shoppers"
o Business telephone directory
o Residential telephone directory
o Chamber of Commerce directory
o Billboards
Direct Mail
o Letters
o Newsletters
o Pamphlets
o Postcards
o Coupons
o Bill stuffers
Telemarketing
o Customer service
o Direct marketing
o Inquiry handling
One-on-One Selling
o Presentation materials
o Personal letters
Retail
Retail Chains
o Kmart
o Target
o Wal-Mart
Department Stores
o J.C. Penney
o Marshall Field's
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o Sears
Wholesale
o Costco
o Sam's Club
4.2 Channels Economic Analysis
[Provide a high-level analysis.]
4.2.1 Cost per Transaction
[Total Channel Expense/Number of Transactions. Examples of channel expenses include
direct selling expenses (sales representative salaries, commissions, and indirect
expenses such as travel) and distributor costs (broker/agent commission, distributor
margin, indirect channel marketing, and promotion cost).]
4.2.2 Channel Profitability Ratio
[Total Expense/Total Revenue]
4.2.3 Channel Capacity
[Channel Selling Unit Capacity * Number of Units
For example:
Telemarketing: 100 telemarketers * 10 units per day = 1,000 units per day capacity
Sales force: 100 sales reps * 1,000 units per week = 10,000 units per week capacity
Retail outlet: 1,000 outlets * 100 units per day = 100,000 units per day capacity]
4.2.4 Channel Productivity
[Channel Selling Unit Productivity * Number of Units * Rate per Unit
For example:
Telemarketing: 100 telemarketers * 10 units per day * $10 per unit = $10,000/day
Sales force: 100 sales reps * 1,000 units per week * $10 per unit = $1,000,000/week
Retail outlet: 1,000 outlets * 100 units per day * $10 per unit = $1,000,000/day]
4.3 Comparative Income Statement
[Insert Comparative Income Statement table here. The table helps you understand the
overall value of using the specific channel.]
[Example]
Channel A Channel B Channel C
Sales:
Cost of goods sold
Gross profit
Operating Expenses:
Selling, general and administrative
R&D
Nonrecurring expenses
Operating profit
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Taxes
Net Profit
4.4 Channel Pros and Cons
[Insert Channel Pros and Cons table here.]
[Example]
Channel Pros Cons
Channel A
Channel B
Channel C
5 COMPETITORS' CHANNEL ASSESSMENT
[Insert competitors' channel schema with competitive assessment here, one schema per
competitor.]
5.1 Competitor A
[Insert competitor's channel schema with competitive assessment here.]
5.2 Competitor B
[Insert competitor's channel schema with competitive assessment here.]
5.3 Summary
[Summarize overall weaknesses and strengths of your competitors' channel strategies.]
6PREFERRED CHANNEL ANALYSIS
6.1 Channel Selection Matrix
[Insert channel selection matrix here.]
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6.2 Preferred Channel Schema
[Insert channel schema with identification of preferred types of channels here.]
6.3 Strategic Objectives Alignment
[Define how the recommended channel selection will align with strategic objectives.]
6.4 Advantages
[List the advantages of using the preferred channel.]
6.5 Disadvantages
[List the disadvantages of using the preferred channel.]
6.6 Cost
[List the cost of using the preferred channel.]
6.7 Risks
[Identify the risks of using the preferred channel, and identify any mitigation strategies.]
7TACTICAL PLAN
[Include activities and timing of channel selection and management that need to occur over
the next several months. The plan determines how many channel partners you want to
engage and when you want to engage them.]
[Insert channel marketing tactical calendar/plan here.]
8PREFERRED CHANNEL POSITIONING
[Insert positioning statement here. The statement helps you determine how to competitively
position your company, your products, and your sales support to the channel partners. This
step helps you decide what to highlight in your initial conversations with channel partners
and guides overall contract development and negotiations.]
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9BUDGET
[Provide highlights of how much money you want to spend on channel activities. This
determination must take into account different pricing and discounting scenarios, revenue
and sales forecasts for both the overall business and the specific channels, and the overall
marketing budget.]
[Insert budget here.]
[Example]
Budget for Distribution Channels
Channel training $0.00
Channel promotions and incentives $0.00
Channel commissions/bonuses $0.00
Channel management $0.00
Customer acquisition and retention $0.00
Channel communication $0.00
Other $0.00
Total Budget $0.00
10 PRICING, DISCOUNT, AND PROMOTIONAL GUIDELINES
[Provide pricing, discount, and promotional guidelines. These are mostly the same for all
products within the organization. Include legal, cost, branding, and other guidelines for
pricing, discount, and promotions. Determining your guidelines for these activities is critical
for negotiations with and management of your channel partners.]
[Insert channel schema with pricing here.]
11 CHANNEL FUNCTIONS
[Outline the functions you expect the channel to provide. Include more discounts for more
functions.]
[Insert channel schema with functions by channel type here.]
12 APPENDICES
12.1 Document Guidelines and Instructions
For template guidelines and instructions, please refer to the attached Help file.
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Section Omission/Addition: Not all sections of this template might be needed or
appropriate for your channel strategy. If a section is not required for this document, please
move the header to the "Channel Strategy and Plan—Sections Omitted" section in the
Appendices (see below). This establishes what information was not used and why it was
not used. Also, you might determine that additional information is needed to effectively
communicate the Channel Strategy and Plan. In this case, please use your discretion to
add any additional section(s) as needed.
Instructional and Descriptive Text: Some sections in this document include bracketed
text. This text is instructional in nature and is included to describe what type of content the
section is intended to contain. Please replace or remove the instructional text from the
document.
12.2 Channel Strategy and Plan—Sections Omitted
[Use this section to document which information was not used and why it was not used.]
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