MBA市场管理案例分析

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1、ALESSIEvolutionofanItalianDesignFactoryMarketingManagementTeamCEMBA’06Howtocontrolandexpanddistributionwithoutcompromisingthebrandimage?DistributionStructureDistributionandtheBrandImageChallengesNextStepWhyControllingDistribution?ControlBrandImageProblemofheterogeneityinret

2、ailerstrategiesoverproductdisplayDiversityindistributionchannelsRecoveringfrompriceandbrandconfusionofpasttenyearsIncreaseturnoverDistributionStructureUsedistributionasAchannelofdistributionDiversifiedchannels:retailoutlets,museumstores,giftshops,…Aplacetoincreasebrandequit

3、yLuxuryretailshopsinItalyOffering:betweenshoppingandspecialtyDesign-orientedtableandkitchenproductsShoppinggoods(notconveniencegoods!):about50%purchasesasgifts,weddingpresents,Christmas:overall25-30%ofannualsales.Specialtygoods:bestsellerslikeM.Suicide,MagicBunny,etc…Consum

4、ersidedistributionstructure~1983:ChangeintostreamlineddistributionsystemDistributionStructureManufacturerIndependentDistributorsRetailersManufacturerRetailersorders-deliveriesorders-deliveriesordersSingleCountryIndependentagentsorsubsidiariesordersdeliveries1983:streamlined

5、distributionsystemHybridchanneladministrationIndirectforordersanddirectfordeliveriesAgents:independentorcompany-ownedsubsidiariesBenefits:increaseofcontrolindistribution,reductionoffunctionaldiscrepancies,reductionofdeliverycosts,economiesofscaleinordermanagement,bettermapp

6、inginassortmentofgoodsandbetterservicesbycompany-ownedsubsidiariesDistributionStructureManufacturerRetailersordersSingleCountryAgentordersdeliveriesPUSHstrategyInducecooperationwithretailers,keepinventorylow,displayproducts,andvisibilityonshelfspacestowinvoluntaryco-operati

7、on.streamlineddistributionsystemShiftinmarketcoveragestrategyFromintensivedistributiontoselectivedistribution:AgentsasindependententitiesinexclusivegeographicalareasFrom9000retailersin1989to5000in2000.ManagementofPowerinDistributionChannelsAvoidanceStrategyDifferentiation:d

8、esignorientedandproductnamingFocus:Tableandkitchen,high-qualityReductionincosts:Re