lg distribution channel (mkt-380)
TRANSCRIPT
Analyzing Distribution Channel Of
“LG”
Prepared For : Mr. Rumman Hassan Lecturer, Marketing
Name of the Course : Distribution Management Course ID : MKT 380
Section : 01
Prepared By :
Faisal Rezwan………………………………………Mir Murtoza Karim………………………………..Ramiv Mehedi……………………………………...Sohel Mahamud……………………………………Most. Rubina Parvin………………………............
0220227
0320016
0220024
0220013
0320344
Date of Submission24th April 2007
Independent University, Bangladesh
“Table of Content” Topics Page no.
1.0.1.0. IntroductionIntroduction 01 1.1.1.1. Origin of the Report 01 1.2. 1.2. Objective of Report 01 1.3. 1.3. Scope of the Report 01 1.4. 1.4. Methodology 01 1.5. 1.5. Limitations 012.0. 2.0. Organization OverviewOrganization Overview 02
2.1.2.1. LG company history 02 2.2.2.2. Market coverage 02 2.3. 2.3. The channel 03 2.4. 2.4. Distribution Process of LG 03 2.5. 2.5. The product 04 2.6. 2.6. Management 04 2.7. 2.7. Directing 04 2.8. 2.8. Controlling 043.0. 3.0. Package enticementsPackage enticements 05
3.1.3.1. Territorial integrity 05 3.2.3.2. Demonstration equipment at a reduce cost 05 3.3.3.3. Managerial product and sales training 05 3.4.3.4. Regional warehousing 05 3.5. 3.5. Equitable and swiftly policy decision 05 3.6.3.6. New product development plans 06 3.7. 3.7. Market knowledgeable manufacturer management 06 3.8. 3.8. No penalty stock rotation 06 3.9. 3.9. List pricing 06 3.10. 3.10. Comprehensive Cooperative Advertising 06 3.11. 3.11. Product warranty 07 3.12. 3.12. Price Protection 07 3.13. 3.13. Drop shipment capability 07 3.14. 3.14. Rapid or Time Delivery 074.0.4.0. Channel conflictChannel conflict 07 4.1. Over-distribution 07 4.2. Stocking levels 08 4.3. Assigned markets 08 4.4. 4.4. Transshipping 08 4.5. 4.5. Competition resources 08 4.6. 4.6. Size of profit margin 08 4.7. 4.7. Pricing issues 09 4.8. 4.8. Overselling without regard to Availability 09 4.9. 4.9. New product launches 09 4.10. 4.10. Sales quotas 09 4.11. 4.11. Large account coverage 09 4.12. 4.12. Competitor 105.0.5.0. Better alternatives for the companyBetter alternatives for the company 10
5.1. 5.1. Indirect channel 10 5.2. 5.2. Demonstration 10 5.3. 5.3. Increase Warehouse 106.0.6.0. 11-20
1. Introduction
1.1 Origin of the Report:
Our instructor, Mr. Rumman Hassan, assigned us a report, which is a partial
requirement of the course MKT-380 "Distribution Management". A research was
conducted on the distribution channel of the LG Company.
1.2 Objective of Report:
The objective of this report is to asses the existing distribution system, the impact
of the Distribution process, and to find out better alternatives for the company.
1.3 Scope of the Report:
The report contains a brief discussion of the various activities of the company and
its distribution process, also the sales promotional activities. Due to some limitations
discussed here the departments and its activities are not explained in details, which is
been discussed later.
1.4 Methodology:
The data collected for this report are both secondary and primary. Past records of
the company were analyzed to gather information and direct interviews were conducted
to collect information.
1.5 Limitations:
Time constraints were the main hindrance for this report. And thus it was not possible
us to cover all the segmented regions of Dhaka city let alone all districts. There were also
problems of collecting the primary data form the sales force. For above mentioned
reasons we had to come up with some arbitrary data.
2. Organization Overview
LG company history:
LG Electronics, Inc. (Korea Stock Exchange: 6657.KS) was established in 1958
as the pioneer in the Korean consumer electronics market. The company is a major global
force in electronics and information and communications products with more than 64,000
employees working in 76 overseas subsidiaries and marketing units around the world.
With annual total revenues of more than US $16.9 billion (non-consolidated), LG
Electronics comprises three main business companies: Digital Display & Media, Digital
Appliance,TelecommunicationEquipment&Handset.
LG Electronics' goal is to enable the intelligent networking of digital products that will
make consumers' lives better than ever.
Market coverage:
For market coverage the company use intensive distribution system by
authorizing several distributor to sell products in a given market segment. They
have total 129 direct sales in the country, 36 direct sales force in Dhaka. They have
their showroom in (mirpur, banani, elephant road, mohammadpur, dhanmondi). They are
setting up or expansion their channel where necessary and they also have more
than one show room in some of the area.
The channel:
To reach the market company use their direct sales force. They have total 139
direct sales force and to reach the regional end user company also use their direct
channel system and to serve the market more smoothly they are planning to set
up 200 showroom in the country by 2010.
2.4 Distribution Process of LG:
LG is an international brand world wide. They have their unique distribution
channel for Bangladesh; they market their product through a domestic renowned
company known as BUTTERFLY. LG has given their license to BUTTERFLY Company
to market their product.
LG import their product from KOREA and the product come to the chittagong
port and then it send to the warehouse, from where the product delivered to the different
showroom located in the country. Lastly the showroom or the direct sales force can sell to
the end user.
Imported Warehouse
LGShowroom
LGShowroom
LGShowroom
END-USER
2.5 The product:
Digital Display & Media Company Digital TV, PDP, Monitor, CD-ROM Drives,
DVD-ROM Drives, CD Rewritable Recorder, VCR, DVD Player, Audio, Security
System, Recording Media, Video Phone, PC Camera, Banking Automatic System PCB
Digital Appliance Company Air Conditioner, Refrigerator, Microwave Oven, Washing
Machine, Vacuum Cleaner, Compressor for Air Conditioner, Compressor for
Refrigerator.
2.6 Management:
They have direct sales manager. Area based manger, and also country sales
manager. The sales person in Dhaka report to the direct sales manager in Dhaka and
the sales person in Dhaka report to the sales manager in chittagong. Finally all the
report go to the head office in Dhaka.
2.7 Directing:
The evaluate their opponent’s market position in all functional aspects, not
just sales and marketing. They directing their procedure in bureaucratic way. They have
their short term and long term plans.
2.8 Controlling:
They strictly control their work force. Each day the direct sales force channel
report everything to the head office. They record sales copy,cutomer copy showroom
copy and send it to the head office..
3. Package enticements
3.1 Territorial integrity:
AS the company using direct sales force system they are not facing any kind
of territorial integrity.Overdistribution of their product line don’t happen. From the
company it has been told that it will be the only authorized showroom of that
area. They are using area based distribution system ,if they need more then then
they set up more showroom in the area according to the demand of the product.
3.2 Demonstration equipment at a reduce cost:
As it is a electronics and costing is related with it company is unable to
give demonstration product to their showroom. Whatever they are giving their
distributor they have to take it and for demonstratration purpose .
3. Managerial product and sales training:
Manufacturers train their sales person so that they will be able to sell the product
to the customer.
3.4 Regional warehousing:
LG have total 9 regional warehousing in this country. In Dhaka and 1 in
chittagong. Each of the warehousing is based on the need of their distribution
process .
3.5 Equitable and swiftly policy decision:
They don’t use tough policy decision. They use correct fair and quick decision
when any problem happens.
3.6 New product development plans:
Company let their channel to know about their new products.IT helps them
to market their product more efficiently .But the company don’t share too much
information about their new product to the distributor.
3.7 Market knowledgeable manufacturer management:
Every manufacturer need a market knowledgeable manager to care about the
distributor’s marketplace, business challenges and customers. A lack of experience and
sensitivity can easily create a problem in the channel of distribution. LG use market
knowledgeable area manager who come to the showroom any time to observe what is
happening.
3.8 No penalty stock rotation:
No penalty stock rotation is also given by the company. Each showroom can carry
as much product as it can capable of. If any showroom cannot sell their they can
return their product to the head office, though it happens very rarely.
3.9 List pricing:
Company use their own research team to find out the list pricing in the
market. They increase and decrease the price of their product according to their
market research report. They can decrease the price of their at a certain level.
3.10 Comprehensive Cooperative Advertising:
Though cooperative advertising allows the distributor to perform ,on a
manufacturer pre approved basis, certain local market sales promotional activities ,but
because of their direct sales force system company perform their promotion on their
own way.
3.11 Product warranty:
Their average warranty period is 1 year and for AC they give 2 yrs
warranty which is quiet competitive.
3.12 Price Protection:
Depending on the industry ,price protection can be a major channel policy
consideration. In fast moving ,dynamic marketplace like electronic products pricing
fluctuations is occasional and significant. Company set their price and they don’t
need to worry about because they are using their own sales force so they don’t
need to pay money if they change the price of their product
3.13 Drop shipment capability:
LG do offer drop shipment. If any distributor face any emergency situation
they can call the head office to drop the shipment to customers location.
3.14 Rapid or Time Delivery:
LG always try to deliver the product to the warehouse and then to the
showroom as soon as possible. Their average delivery period is three days.
4. Channel conflict
4.1 Over-distribution:
Sometime Company over distribute their product. These kinds of problem happen
when company authorizes several distributors in the same area. LG management and
sales department authorize one distributor in each area and not facing any over
saturation. If they need to authorize more than one distributor they set up showroom
according to the demand or either they just expand the current showroom.
4.2 Stocking levels:
The primary responsibility of a showroom to maintain adequate stock of the
company’s product. Each showroom maintain a certain amount of stock which is
possible for them.
4.3 Assigned markets:
Distributors want to do business in their comfort or existing zone. When
company open any new showroom in other area other showroom sales personnel
too get the chance to do business there. IF any distributor seeing that company
opening a new showroom in Mohammadpur other showroom personnel also get
the chance to operate that showroom.
4.4 Transshipping:
Out of authorized product shipments by distributor is call transshipping. This
kind of activity is harmful for the company, because of strict control and better
managerial performance transshipping don’t happen in LG’s distribution process.
4.5 Competition resources:
Each of direct sales personnel get the training and other sales improving
performance technique what is allocated for them. Company gives training fairly and
treats them equally.
4.6 Size of profit margin:
Making money is the primary target for any distributor, but here company
use direct sales force channel .They are not transferring their cost. They invest their
money to build a distribution facility or showroom. Their profit comes through how
they charge for their product.
4.7 Pricing issues:
Company who use direct sales force channel ,they are not much worried
about their pricing issues. If they would use indirect sales force channel then there
were some possibilities of pricing issue between them and the indirect sales force
channel ,sometimes company is prevented to charge a price by the indirect channel
force.
4.8 Overselling without regard to Availability:
This kind of conflict happens when distributor unethically shift the full
burden of order to the manufacturer. Direct sales force channel of LG do not perform
this kind of work , if they need any product they call the main office to supply
the product and after that if the product is not available to the main office then
they told the customer that it will take time to give them the product.
4.9 New product launches:
When launching any new product company don’t need to pull any
distributor because of the advantage of using direct sales force channel, whatever
product they are introducing the showroom will get the product. The company
don’t need to perform any pull strategy.
4.10 Sales quotas:
LG don’t follow any sales quota system. They don’t force their direct sales
channel that they have to sell this amount or unit of product.
4.11 Large account coverage:
Their direct sales force gets the advantage of large account coverage. When they
deal with any large corporate customer they can deal with the corporate customer
or the company can also handle it directly. Company don’t interfere in the case of
large corporate when they directly contact with the direct sales force.
4.12 Competitor:
AC-General, Refrigerator-monopolybusiness, Washing machine-Samsung,
Microwave oven-Samsung, TV-Sony
5. Better alternatives for the company
5.1. Indirect channel:
Distribution is a cost transfer business, by using indirect channel the company can
transfer the cost and can save money. Traditionally they are sspending their own money
to set up a showroom which is quiet costly. They can take the help of indirectchannel.
5.2. Demonstration:
The product they give their showroom is only for sell, but some customer
don’t want to take the showroom product, they want new product, so they can give
some demonstration which will only for demonstration purpose.
5.3. Increase Warehouse:
Now they have only 9 showroom which is very big ,but the increasing
demand of the product require them to build more warehouse so that they can
more efficiently stock their product.
………………….
Distribution management is "managing the channels or the path that helps to reach
a product of a company to the end user". Usually there is a vacuum or gap
between the manufacturer and the end user or consumer. This vacuum is been
reduced with the help of channel of distribution or by a sales force.
From the operational standpoint, a marketing channel is the path a product or
service takes as it moves form the manufacturer to its end user or consumer.
Direct Channel of Distribution: The manufacturer employed direct sales force
that sells products to the end user. The manufacturer does have the authority in
controlling, directing, how to sell, what to sell, how much to charge. Form the
production point to the reaching point to end user its totally been controlled by the
manufacturer.
Indirect Channel of Distribution:
When a media is used to reach the end user with the transfer of the ownership of
the product is called the indirect channel. Indirect channel of distribution helps a
company to reach the end user more efficiently and effectively as they specializes
in the channel of distribution.
Primary Business Challenge:
The primary business challenge is to set up and mange a complex network of distributors
and resellers that sell your product along with those of many other manufacturers.
Crafting a business relationship with indirect channel member by achieving the
disproportionate share resource commitment.
Market coverage strategy:
There are different kinds of market coverage strategies that a company follows to reach
the end user. They are as follows:
Intensive Coverage: Covering a market by authorizing several distributors to sell product
in a given geographic area or market segment.
Selective Coverage: Selecting only those distributors that meet certain channel selection
criteria to sell products in a given market.
Exclusive Coverage: Authorizing only one distributor per geographic area or market
segment to sell products.
Market:
Horizontal Market: A company or its product is all things to all people. Example: for the
products those does not have complex feature to understand.
Vertical Market: A company or its product is all things to some people. For instance the
product does require some extent of specialization.
Research and rank customer satisfaction requirements:
A company must assess what the customer or end user requires form the organization that
sells the product of the company or service. Canvassing an adequate number of buyers to
discover how well they know the product, whom they purchase the product form, which
do they prefer to buy the product form, etc. then according to the often mentioned choices
should be ranked first and then according to the task should locked to perform first.
Which distribution channel to chose:
A company has thoroughly research and determines what channel structure that are
available. Constructing a matrix that illustrates the various structures through which
reaches the end user more efficiently. Then they need to decide which channel structure
opportunities should b e brought on board. The priority for channel introduction should
specifically orient around channel sales revenue potential, profit possibilities, and
whether or not the company can provide the internal support for the channel.
Decide upon eagle channel partners:
To make final candidate decision and decide the sequence in which the company will
bring the new member into the company the participation of the other corporate managers
in the company are also important. Because they do have criteria to meet for the new
channel member.
Monitor and evaluate the channel structure:
After selecting new member of the company it is absolutely necessary to monitor and
evaluate the operation of the member, other wise they might leave the company's sales
high and dry. And also for the internal environment is working well.
Marketing channel macro influences:
End users buying behavior: As the end users are the ultimate goal that's why they do have
certain degree of influences over how products finally reach them. That's why the
changes that should be constantly kept in observation are:
Where the customers buying the products.
How they but the company's product.
When they purchase the products.
Who does the buying?
The Economy: The economy does affect the three parts of the total channel equation.
Interest rate: High interest slows the spending, decreasing the company's
sales commensurately.
Product and material shortage: In poor economic time the suppliers are
reluctant to supply goods or materials for production thus the rate of
production goes down.
Inflation: In inflation time the consumers spends less on buying thus the
sales goes down.
Recession: It puts pressure on cost of sales, thus the corporate has to cut
down the current structure.
Competitors: There is little control over the competitors who are using the current
channel. But to evaluate the competitors three basic questions should be kept into
consideration:
Who are the main competitors?
How strong is their presence in the COD company desires?
Is the company is willing to use the same marketing channel?
Political Factors: the state political arena is another area over which the company have
little or no command. For example, a channel marketing manager at a medical products
company needs to be concerned about federal healthcare legislation that may require him
or her t reorganize channels in order to meet new, more administratively demanding
influencers such as HMOs and PPOs. These influencers must be included in the
company's future channel marketing plans.
Environmental regulations could affect the way a company produces a product and
therefore add to the total cost that is passed through the channel to the end user. In this
case, the manufacturer must conform risk a penalty or disqualification.
Direct competitive analysis:
Need develop a descriptive profile of the company's top three to six direct competitors.
This profile should be continually and faithfully maintained.
Evaluating each competitor's strengths and weaknesses as they accurately and fairly
compare to the company's own characteristics.
Anticipating each competitor's future strategies and tactics. This is critical for the
company future success or failure and is clearly the most important.
Where to find information about competitors:
Customer
Existing indirect channels(dealers, manufacturers representative, distributors,
and resellers )
Suppliers
Competitors ' employees
Advertising agencies
Other channel managers at noncompetitive companies in the same industry.
What does the Distributor Desires?
Quality product: All the distributor want to represent a quality product of a company.
That's why it's wise to have a quality product on the production line. Because
representing a low quality product can lead to a bad impression to the end user, which
most of the distributor doesn't want to face.
Adequate compensation: If a company cannot or will not meet a distributor's margin
demands, then the distributor will refuse to deal with the company.
Committed manufacturer field sales people: As they are the last line of communication
and management between the manufacturer an d the distributor, an d they are responsible
for implementing the business policies and procedures of a company. They distributor
want a sales person to be a company representative, channel defenders, trainers, and field
sales manger at a time of the service.
Competent internal support system: Customer service, technical support, training, and
marketing service support are one of the key ingredients of lasting a relationship with a
distributor.
Reputable manufacturer image: All of the distributors want to represent a manufacturer
who is well known in the market. It makes them proud to be part of the reputed company.
Differentiating the product or service:
A Company can block competitive moves by positioning the product or service in a way
that clearly shows it's advantage over the competition in the eves of the channel and the
end users. They're a number of ways the company can accomplish this objective:
Achieve a higher product quality image in the eyes of the customers.
Offer consistently superior customer or channel member service that exceeds all
marketplace satisfaction requirements.
Forge formal and informal business relationships that build long term loyalty.
Employ the most efficient, state-of-earth business technology to improve
communication flow among all channel members.
Implement policies that make it easy to do business with your company.
What are channel selection criteria:
Channel selection criteria are what the company and the end user wants the company
distributor to perform tasks. First the company needs to judge what is the company's need
and secondly what the customers desire from the distributor.
The criteria is based on three different categories:
Business and Operation Criteria (What are the quality does the company have in
terms of organizational structure and policies).
Sales and Marketing Criteria (What kind of marketing strategy do they follow and the
current sales competency).
"Coup de Grace" Factors that Indicates a Motivated Candidate (Perception towards
the interested company and their willingness to work with the company).
Enticements to offer:
Antes: Are the policies that are necessary to get into the channel of distribution business.
They are what the company to put into the pot in order to play. They include basics like
meeting the channel's economic demands for profitability, quality, and physical
distribution.
Pluses: Are policies that strengthen the company's position and make an advantageous
difference between the company and the company's main competition. Lucrative
payment terms, and increased warranty period or a higher standard of quality are all good
examples.
a) Adequate or superior discounts/margins: An adequate discount or margins should be
offered to the channel member, because it reflects the profitability of channel
member. Based on the profitability they may want to stay or not. That's why it's
better to leave the provision to adequate discounts or margins.
b) Quality product: Always try to present the best quality product to the channel
member, because non of the member would want to present a bad quality product in
front of the end user, because it's would put a very bad impact on the other present
products of the member.
c) Full product line/mix: Just as customers want one stop shopping from distributors, the
company's distributor look to a full array of products. Before the company approaches
distributors it has to make sure that it offers a complete assortment of products of it's
product line.
d) Consistent and responsive sales and marketing support: if the channel partners do not
receive quick, accurate, consistent, and honest responses to requests for information,
they would simply cease contacting the company. That's why it's better to meet the
situational demands at the point of the demand.
e) Rapid or timely delivery : Every market place has it's won set of product delivery
standards. Finding out what they are and then decide how the company can meet or
beat the time required to fulfill the channel shipment needs. If a eagle takes 24 hrs to
process order and the company takes more than one day then it would unwise to
continue with the same standard.
f) Price protection: Depending on the industry, price protection ca be a major channel
policy consideration . In a fast moving, dynamic market place like cellular products,
pricing fluctuations can be deteriorate as a product approaches a commodity
classification while a great deal of units are available for purchase. With price
protection the distributor is protected when the manufacturer decides, for competitive
reasons to lower its entire pricing schedule.
g) No penalty rotation: No penalty stock rotation motivates channel members to carry
adequate physical inventory levels of the company's product line by allowing
distributors to return slower, nonmoving units. Generally, product returns are
allowed only once or twice during a twelvemonth calendar period - the first two
weeks in December. It's a good idea to limit the amount of non moving stock a
distributor can send back. This limit is normally based on a specified percentage of
purchases during the period of time. These amounts vary but usually top out at 10
percent of total annual purchase.
h) Market knowledgeable manufacturer management: The manufacturer management
should be updated and knowledgeable about the market place and the changes that are
occurring in the present time. This helps to easily communicate and also to take
preparatory actions.
i) Product customization: This special possibility may appeal to large, national
distributors that want to promote and market their tremendous size as a competitive
advantage to their customers. Let such distributors know that the company are
receptive to changing product features to meet a distributor's customer requirement to
affixing their corporate logo to the company's product to complement their business
plans.
j) An effective and frequent channel communication program: The company' s
distributor wants to know how pertinent information will be conveyed. During the
meeting, show examples of newsletters, testimonials, and other communications
vehicles.
k) Sales training: Manufacturer should constantly pursuing distributors to take their
product sales training.
l) Territorial integrity: As convincingly as possible, inform the potential channel partner
that the company do not intend to over distribute the product line. If an exclusive
market coverage strategy matches the company's channel marketing plan, tell the
distributor that it will be the only authorized representative in its geographical
marketplace. No distributor in his or her right managerial mind wants to have several
other same market, same customer counter parts serving common geographic
markets.
Push and Pull strategies:
There two kinds of promotional activities: (1) those that push products through the
company's channel and (2) those that pull products through the company's channel.
Push: A push strategy is any marketing activity that entices the company's COD to sell its
product rather than those of other manufacturers the channel represents. In other words,
these types of promotions push the product through the channel. Push strategy examples
are:
Travel incentives programs that award an all-expense-paid trip to a domestic or
foreign destination for meeting a quota during a specified period of time.
Merchandise programs that reward salespeople for performance with items such as
televisions, sporting goods, clothing, and gourmet foods.
Training programs that increase the distributor salespeople's comfort level with the
company's products, thereby making ti easy to sell the products to their customers and
reap compensation accordingly.
Monetary SPIFFS (special promotional incentive factory funds) that draw specific
attention certain models or groups of units in the company's product line.
Special discounts or allowances that draw special attention to company's product line
through a limited time offer.
Local COOP advertising efforts (direct mail, exhibitions, space advertising) that
produce local market quality sales leads that materialize into real purchase.
Pull: A Pull strategy motivates the end user to approach the company's channel of
distribution and "call out" for the product. A customer that asks for a specific product
won't be satisfied with anything else- so the distributor must sell the intended company's
product n order to fulfill its customer's demand. This kind of strategy pulls the product
through the channel. Pull strategy examples are:
Space advertising in leading publications that generates qualified customer inquiries
that produce actual purchases of the company's product.
Public relations releases announcing new products or features, which cause potential
ends users to request further information or a demonstration form the company's
distributor.
Rebate programs offering a limited-time, factory-issued cash rebate to end users that
purchases the company's product.
Exhibitions where end users spend time in company's exhibit booth expressing an
interest in the product line.
Direct mail campaigns targeted at qualified individuals who request further contact.
End user seminars conducted by the company's staff and attended by individuals who
have, by their presence and time commitment, expressed a sincere interest in the
product.
Internet exposure via a Web page illustrating the features and benefits of the
company’s product line and that directs visitors to local distributors for further
information.
Radio and television advertising that promotes the products to potential end useres
that then contact the company's COD for additional details and sales information.