Mary Joy Fernandez
Analysis of selected aspects of the multi-channel management and the international distribution system
Diploma Thesis
Economy
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Copyright © 2006 Diplomica Verlag GmbH ISBN: 9783836605564
http://www.diplom.de/e-book/229013/analysis-of-selected-aspects-of-the-multi- channel-management-and-the-international
Mary Joy Fernandez
Analysis of selected aspects of the multi-channel
management and the international distribution system
Diplom.de
Diplom.de
ISBN: 978-3-8366-0556-4
Diplomarbeit
Mary Joy Fernandez
Analysis of selected aspects of the
multi-channel management and the
international distribution system
Mary Joy Fernandez
Analysis of selected aspects of the multi-channel management and the international distribution system
ISBN: 978-3-8366-0556-4
Druck Diplomica® Verlag GmbH, Hamburg, 2007
Zugl. FOM - Fachhochschule für Oekonomie und Management Essen, Essen, Deutschland, Diplomarbeit, 2006
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Table of contents
I TABLE OF CONTENTS
TABLE OF CONTENTS... I LIST OF ABBREVIATIONS ... IV LIST OF FIGURES ... V LIST OF TABLES ... VI
1 INTRODUCTION...1
1.1 PROBLEM DEFINITION...1
1.2 OBJECTIVES OF THIS DIPLOMA THESIS...2
1.3 SCOPE OF WORK...3
2 BASICS OF THE DISTRIBUTION POLICY ...5
2.1 DEFINITION AND CLASSIFICATION OF THE TERMS DISTRIBUTION, DISTRIBUTION POLICY AND DISTRIBUTION CHANNEL...5
2.1.1 Distribution and distribution policy...5
2.1.2 Distribution channel ...6
2.2 OBJECTIVES OF THE DISTRIBUTION POLICY...7
2.3 FIELDS OF ACTIVITY OF THE DISTRIBUTION POLICY...9
2.3.1 The physical distribution process...9
2.3.2 The sale of goods process ...11
2.4 ACTORS WITHIN THE DISTRIBUTION CHANNEL...13
2.4.1 Relations of action ...13
2.4.2 Distribution channel breadth ...16
2.4.3 Distribution channel length ...19
2.4.3.1 Direct distribution channel...20
2.4.3.2 Indirect distribution channel ...22
2.4.4 Single-channel versus multi-channel ...24
3 THE MULTI-CHANNEL MANAGEMENT ...27
3.1 DEFINITION AND MEANING OF MULTI-CHANNEL DISTRIBUTION AND MANAGEMENT...27
3.2 MAIN OBJECTIVES OF THE MULTI-CHANNEL MANAGEMENT...28
3.3 SIGNIFICANT DRIVERS OF THE MULTI-CHANNEL MANAGEMENT...30
Table of contents
II
3.3.1 Changed consumer behavior ... 30
3.3.2 Competitive behavior of the competition ... 32
3.3.3 Development of information and communication technology ... 34
3.3.4 Internal development of a company ... 35
3.4 CHANCES, RISKS AND DOUBLE FIT OF THE MULTI-CHANNEL MANAGEMENT... 37
3.4.1 Chances... 37
3.4.2 Risks ... 38
3.4.3 Double fit... 39
3.5 TASKS OF THE MULTI-CHANNEL MANAGEMENT... 41
3.5.1 Integration of new distribution channels ... 42
3.5.2 Design of the distribution channel mix ... 44
3.5.3 Coordination and evaluation of the distribution channels ... 46
3.6 SELECTED APPROACHES REGARDING THE IMPLEMENTATION OF MULTI-CHANNEL MANAGEMENT... 49
3.6.1 Multi-channel management by McKinsey & Company ... 49
3.6.2 Multi channel management by Arthur D. Little ... 50
3.6.3 Customer-driven distribution system by Louis Stern and Frederick Sturdivant... 51
3.7 REPRESENTATION OF THE OTTO GROUP AS A MULTI-CHANNEL COMPANY... 53
3.7.1 Basics of the Otto group... 53
3.7.2 The multi-channel structure of the Otto group ... 53
4 THE INTERNATIONAL MARKETING WITHIN THE SCOPE OF THE MULTI-CHANNEL MANAGEMENT ... 57
4.1 DEFINITION AND MEANING OF INTERNATIONAL MARKETING... 57
4.2 REASONS FOR INTERNATIONALIZATION... 58
4.3 GENERAL OBJECTIVES OF INTERNATIONALIZATION... 60
4.4 CHANCES AND RISKS OF FOREIGN BUSINESS... 61
4.4.1 Chances... 61
4.4.2 Selected risks... 62
4.5 INTERNATIONAL DISTRIBUTION CHANNELS... 63
4.5.1 Determinants of international channel decisions ... 63
4.5.1.1 External determinants ... 64
4.5.1.2 Internal determinants... 66
Table of contents
III
4.5.2 Distribution channel decisions in the international marketing ...69
4.5.3 Global trends in channel design and strategy ...71
4.6 THE CHANNEL STRUCTURE OF TWO ASIAN COUNTRIES IN COMPARISON...73
4.6.1 The distribution system in the developed country Japan ...73
4.6.2 The distribution system in the emerging market country China ...76
4.6.3 Concluding comparison between Japan and China...80
5 CONCLUSION AND OUTLOOK ...82 BIBLIOGRAPHY ...VII
List of abbreviations
IV
LIST OF ABBREVIATIONS
approx. approximately
B2B Business-to-Business
B2C Business-to-Consumer
cf. confer
e.g. exempli gratia (for example)
et al. et alii (and others)
et seq. et sequens (and the following one) et seqq. et sequens (and the following ones)
IAO Frauenhofer Institut für Arbeitswissenschaft und Organisation
ibid. ibidem (in the same place)
i.e. id est (that is)
p. page
PDA Personal Digital Assistant
pp. pages
s.n. sine nominee (without author)
TV Television
List of figures
V LIST OF FIGURES
Figure 2-1: Areas of activity of the distribution policy ...13
Figure 2-2: The distribution channel in the end user area...14
Figure 2-3: The distribution channel in the processing area ...15
Figure 2-4: Direct and indirect distribution...19
Figure 3-1: Chances, risks and double fit of multi-channel systems ...41
Figure 3-2: The distribution channel portfolio...43
Figure 3-3: Adequate combination of structure types and coordination approaches within the multi-channel management ...48
Figure 4-1: Determinants of international channel decisions...64
Figure 4-2: Alternative distribution channels in the international marketing ...70
