1. Introduction to
14
Chapter
Distribution
Strategies
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

2. Learning Objectives
• Menjelaskan keunggulan dan ketidakunggulan sebuah
saluran langsung distribusi dan indntifikasi faktor-faktor
yang akan menentukan saluran distribusi yang optimal.
• Bedakan antara jenis pemenuhan pasar.
• Jelaskan bagaimana proses distribusi dapat dipercepat.
• Jelaskan bagaimana pengecer dapat melayani pabrikan.
• Jelaskan bagaimana tengkulak dapat melayani pengecer
dan pabrikan.
• Jelaskan strategi dan potensi keuntungan-keuntungan
pengintegrasian saluran vertikal.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

3. Distribution and a Firm’s Value
Firm’s
Revenue
Cost of delivering
a product to
customers
Distribution
Decision
Degree to which
product is
distributed across
outlets, and types of
outlets selected
Firm’s
Expenses
MultiMedia by Stephen M. Peters
Firm's
Profits and
Value
© 2001 South-Western College Publishing

4. Distribution: Direct Channel
Producer
Producer
Consumer
Consumer
Consumer
Consumer
Consumer
Consumer
Advantages of direct channels:
•
•
•
•
Turunkan harga untuk pelanggan.
Produsen mempunyai penuh kendali.
Produsen memperoleh umpan balik langsung.
Pemesanan langsung..
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

5. Distribution: Direct Channel
Producer
Producer
Consumer
Consumer
Consumer
Consumer
Consumer
Consumer
Disadvantages of direct channels:
• Produsen main beberapa peran.
• Biaya Promosional lebih tinggi.
• Produsen memerlukan lebih banyak karyawan.
• Produsen cenderung menjual dengan kredit.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

6. Distribution: One-Level Channel
Retailers
Nike Brand Tennis Shoes
Foot Locker
Stores
MultiMedia by Stephen M. Peters
Sears
JC Penney
© 2001 South-Western College Publishing

7. Distribution: One-Level Channel
Wholesalers
Producer
Producer
Wholesaler A
Wholesaler A
Wholesaler B
Wholesaler B
Business Customers
Business Customers
Business Customers
Business Customers
MultiMedia by Stephen M. Peters
Wholesaler C
Wholesaler C
Business Customers
Business Customers
© 2001 South-Western College Publishing

8. Distribution: Two-Level Channel
Two intermediaries participate.
Producer
Producer
Wholesaler
Wholesaler
Retailer
Retailer
MultiMedia by Stephen M. Peters
Retailer
Retailer
© 2001 South-Western College Publishing

9. Optimal Channel of Distribution
Dihadapkan pada:
 Kemudahan transportasi.
 Derajat standardisasi.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

10. Intensive Distribution
Produk diletakkan sebanyak
mungkin kepada toko pengecer
Convenience goods menggunakan
distribusi macam ini
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

11. Selective Distribution
Gunakan pada sekelompok pengecer
(retailer) yang lebih disukai dalam suatu
wilayah
Membantu menyakinkan produser akan
kualitas menjual dan melayani
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

12. Exclusive Distribution
Gunakan hanya satu atau sedikit retail
outlets dalam sebuah wilayah
geografis tertentu
Retailer memiliki hak ekslusif tunk
menjual produk.
Lebih mungkin untuk membawa lebih
banyak persediaan dan lebih baik
layanan/jasa.
Dapat menciptakan atau memelihara
prestise atas produk.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

13. Transportation Truck
Cost
Moving from
low to high
Speed
On Time
Dependability
Flexibility Handling
Products
Fast
High
Medium
The above criteria represents the industry as a whole.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

14. Transportation Air
Cost
Speed
On Time
Dependability
Highest
Fastest
Low
Flexibility Handling
Products
Low
B727-200 Specifications
B727-200
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

15. Transportation Train
Cost
Cost
Medium
Speed
Speed
Slow
On Time
On Time
Dependability
Dependability
Flexibility Handling
Flexibility Handling
Products
Products
Medium
High
The above criteria represents the industry as a whole not necessarily the Alaska Rail Road.
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

16. Transportation Water
Moving cargo in a changing world closer to
Asia than any other major U.S. port, Seattle
is the premier gateway between North
America and the Far East. Centered within
the Pacific Northwest, they serve inland
markets with unmatched efficiency.
Cost
Speed
Lowest
On Time
Dependability
Flexibility Handling
Products
Lowest
Highest
Slowest
The above criteria represents the industry as a whole.
Business Online:
Port of Seattle
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

17. Transportation Pipeline
Cost
Low
Speed
Medium
MultiMedia by Stephen M. Peters
On Time
Dependability
Flexibility Handling
Products
Highest
Lowest
© 2001 South-Western College Publishing

18. Characteristics of Retailers
•
•
•
•
MultiMedia by Stephen M. Peters
Banyak outlet
Kualitas layanan
Penawaran Produk
Store versus non-store
© 2001 South-Western College Publishing

19. How Wholesalers Serve Manufacturers
••
••
••
••
Pergudangan (Warehousing)
Pergudangan (Warehousing)
Keahlian menjual (Sales expertise)
Keahlian menjual (Sales expertise)
Pengantaran kepada retailers
Pengantaran kepada retailers
Asumsikan resiko credit kepada
Asumsikan resiko credit kepada
retailers
retailers
Information
•• Information
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing

20. Vertical Channel Integration
Vertical channel integration: Dua atau lebih
tingkat distribusi yang dikelola oleh sebuah
perusahaan .
Vertical channel integration can occur by:
•Manufacturers
•Retailers
MultiMedia by Stephen M. Peters
© 2001 South-Western College Publishing