25943a71663ac89e0f51362c522791f2.ppt
- Количество слайдов: 23
14 -0 International Distribution Systems 465 Fall 2000 /Sec 001 Nov 27/Class 12 A Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Japanese Distribution Structure 14 -1 High Density Middlemen Channel Control Business Philosophy Large-Scale Retail Store Law Changes Effected by SII Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Retailing Comparison U. S. and Japan 14 -2 Food % Small Stores % Sales Japan 95 57 U. S. 70 19 Non-Food Japan 94 50 U. S. 81 33 Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Cutting Out the Middleman 14 -3 Number of companies involved in each level of the food industry, % of total, 1993 Total number 141, 597 97, 882 181, 374 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Manufacturers Wholesalers Retailers Japan Irwin/Mc. Graw-Hill Britain United States ©The Mc. Graw-Hill Companies, Inc. , 1999
Comparison of Distribution Channels Between the United States and Japan 14 -4 Automobile parts: United States Manufacturer 51% Warehouse distributor Jobber buying groups Jobber Installer Customer 10% 18% Mass merchandiser 21% Repair specialist Primary channel Secondary channel SOURCE: Mc. Kinsey industry studies Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Comparison of Distribution Channels Between the United States and Japan 14 -5 Automobile parts: Japan Automobile makers affiliated parts makers Automobile makers Dealers Independent parts makers Repair parts makers Wholesalers Special agents Cooperative sales companies Sub-dealers 2 nd-level wholesalers Retailers Gasoline stations Large users Automobiles repair shops End users Irwin/Mc. Graw-Hill SOURCE: Mc. Kinsey industry. Inc. , 1999 ©The Mc. Graw-Hill Companies, studies
Undercutting the Competition 14 -6 New York Aspirin $ 0. 99 London $ Paris Tokyo 1. 23 $ 7. 08 $ 6. 53 Mexico City $ 1. 78 Cup of coffee 1. 25 1. 50 2. 10 2. 80 0. 91 Movie 7. 50 10. 50 7. 89 17. 29 4. 55 Compact disk 12. 99 14. 99 23. 16 22. 09 13. 91 Levi 501 jeans 39. 99 74. 92 75. 40 79. 73 54. 54 Ray-Ban sunglasses 45. 00 88. 50 81. 23 134. 49 89. 39 Sony Walkman 59. 95 74. 98 86. 00 211. 34 110. 00 Nike Air Jordans 125. 00 134. 99 157. 71 172. 91 154. 24 Gucci men's loafers 275. 00 292. 50 271. 99 605. 19 157. 27 Nikon camera 629. 95 840. 00 691. 00 768. 49 1, 054. 42 SOURCE: "Tourists and Bargains Galore, " Fortune, June 13, 1994, p. 12. Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Japanese Consumer Philosophy 14 -7 Harmony and Friendship Consumer Brand Loyalty Service and Quality Over Price Small, Frequent Purchases Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Channel Control & Business Philosophy 14 -8 u Channel control mechanisms: How is the status quo maintained? u Business Philosophy: Harmony /friendship/loyalty Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Large-scale Retail Store Law 14 -9 Protect Small Retailers *500 Sq Meters (5, 382 Sq. Ft. ) *Approval from MITI and Prefectural government to: Build Expand Changing Operating Hours Change Days Closed *Local Retailers must unanimously approve plan *In addition, a full service store - 39 Licenses to be secured! *Months to years for approval Japanese Supermarket - 10 years Toys "R" US - 3 years Structural Impediments Initiative(SII) & changing patterns Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
International Channel-of-Distribution Alternatives 14 -10 Home Country Foreign Country The foreign marketer or producer sells to or through Foreign consumer Domestic producer or marketer sells to or through Open distribution via domestic wholesale middlemen Exporter Importer Foreign agent or merchant wholesalers Foreign retailers Export management company or company sales force Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Home Country Middlemen 14 -11 Global Retailers Export Management Company Trading Companies (Foreign) U. S. Export Trading Companies Complementary Marketers Manufacturer's Export Agents Home Country Brokers Buying Offices Webb-Pomerence Export Associations Foreign Sales Corporations Export Merchants Export Jobbers Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Foreign Country Middlemen 14 -12 Manufacturer's Representatives Distributors Brokers Managing Agents and Compradors Dealers Import Jobbers Wholesalers Retailers Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Factors Affecting Channel Choices 14 -13 Capital Control Coverage Character Irwin/Mc. Graw-Hill Cost Continuity ©The Mc. Graw-Hill Companies, Inc. , 1999
Channel Development 14 -14 Locating Middlemen Selecting Middlemen Screening Agreements Irwin/Mc. Graw-Hill Motivating Middlemen Terminating Middlemen ©The Mc. Graw-Hill Companies, Inc. , 1999
Locating Middlemen… Useful Data Sources 14 -15 ¬ ® Distributor Inquiries U. S. Dept. of Commerce Trade Opportunities Program Commercial Service International Contacts Agent/Distributor Service International Company Profile Trade Sources Magazines, journals Directories Associations Banks, advertising agencies, carriers Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
14 -16 ¯ Field sales organizations ° Customers ± Direct-mail solicitation/contact of previous applicants ² Trade fairs ³ Independent consultants Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
Selecting Middlemen… 14 -17 u Which of the prospective middlemen can perform well? …. u Study the market &determine the criteria for evaluating middlemen servicing that market…. The screening u How to structure an effective distributor agreement? Recommend initial contracts be signed for one year. . The Agreement Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
5 -6 Criteria for Choosing Distributors (For each distributor…. . . sum of weight x rating) 14 -18 Previous experience (products handled, area covered, size) Services offered (inventory, repairs, after-sales service) Marketing support (advertising and promotional support) Financial strength *Managerial capability&stability Relations with government Cooperativeness *Reputation of the business Whether or not handling competing products Exhibit 5. 4 Irwin/Mc. Graw-Hill Source: Adapted from Root, 1987, p 63 -65 ©The Mc. Graw-Hill Companies, Inc. , 1999
14 -19 Motivating Middlemen u Financial rewards u Psychological rewards u Communications u Company support u Corporate rapport Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
14 -20 Controlling Middlemen u u u u Control over the channel system loss of control thru “secondary wholesaling loss of control thru “gray markets” Control at the middleman-level Perfomance standards, monitoring, reviews, action w. r. t sales vol targets, mkt coverage, prices, services offered, payments, profits thru reports, visits …termination if nec. Irwin/Mc. Graw-Hill ©The Mc. Graw-Hill Companies, Inc. , 1999
5 -7 Master Foreign Distributorship Agreement Checklist 14 -21 Exhibit 5. 5 Irwin/Mc. Graw-Hill Source: Adapted from Hall, 1993, pp. 65 -66. ©The Mc. Graw-Hill Courtesy of Unz & Co. Companies, Inc. , 1999
5 -8 Master Foreign Distributorship Agreement Checklist 14 -22 Exhibit 5. 5 cont. Irwin/Mc. Graw-Hill Source: Adapted from Hall, 1993, pp. 65 -66. Courtesy of Unz & Co. ©The Mc. Graw-Hill Companies, Inc. , 1999
25943a71663ac89e0f51362c522791f2.ppt