How do users buy? Apply Service Output analysis to understand how end users want to buy, include bulk breaking, spatial convenience, waiting time, variety and assortment, customer service and information provision
We want to assess segment attractiveness and target segments that are accessible and profitable so we can design the best channel structure for
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Channel Structure
Develop a diagram of the organisations current distribution system.
Is it a direct, indirect or multi-channel distribution system
Develop a Channel Efficiency Flow analysis for your online channel only
Explain the channel flows and which flows are critical for your organisations.
Channel Intensity
Is the distribution model exclusive, intensive or selective
Do they have adequate coverage
Channel Gap Analysis:
Identify sources of gaps identified in existing distribution system. For example do you need develop or strengthen an existing or new online channel.
Does the company have a fit, partial fit or misfit. For example: you might identify they have to strengthen their online channel. It may already exist but needs improving or your might have to develop a online channel presence.
Identify gaps that need addressing
Please refer to the Group Channel Audit Project.docx for more details. Moreover, I have uploaded two project samples, so u can get better understanding of how to do the task. And please feel free to ask if you have any questions about task, thank you.
Group Channel Audit Project -Framework
Autumn 2018
Your groups’ task is to identify a B2B or B2C organization that currently has a poor, or non-existent, Digital distribution channel strategy and to make recommendations to the Senior Management Team (SMT) for the digitisation of the distribution process for the chosen organisation.
The group will then be required to analyze the organisations’ current distribution strategy (including a description of the current level of digitisation) and to then go on to make recommendations to redesign the organisations’ distribution strategy either partially, or totally, digitally.
The strategy that you recommend for the redesign of the distribution process may be a complete digitation of the distribution, or a partial digitisation. If your team proposes a partial approach, you are to justify why a totally-digital distribution strategy is not recommended.
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