Distribution Strategies
Many companies today are looking for ways in which they can have a comparative advantage in the market over their competitors. One of the ways of gaining the comparative advantage is by doing an evaluation on the distribution channels. Marketing managers are, therefore, entitled to evaluate the distribution systems and channels in order to identify new ways to reach their customers at all times (Lubbe, 2000). To manage this, therefore, the company is entitled to find a way of reaching their customers.
In order to reach their customers, companies must include intermediaries to enhance the rate at which they interact with them. Therefore, it means that they must involve the dealers in their distribution. Distribution programming is one way of doing this. Distribution programming is the act of building a professionally, managed, vertical and planned system of marketing that would hence meet needs of both the manufacturer and the distributor. In order to include these intermediaries, therefore, there are different strategies that are employed (Paley, 2006). These strategies are entitled to make the dealership more efficient. In the following discussion, a few of them are highlighted.
Rewarding high performance
In order to motivate the dealers to continue their good performance, they are always rewarded for their good performance. Treating the dealers would give them a heightened motivation to continue working for the business. It, therefore, helps create a good relationship with the business. To identify the best performance, the performance scale is set aside as per the company expectations. The dealer who meets the set standards is awarded. The advantage is that it gives the dealers motivation for better performance in order to be awarded. Disadvantage is that some dealers may be discouraged from participations since they would always view themselves as failures.
Redesigning jobs
Sometimes the dealers may be busy or not in a capacity to perform a certain job. Therefore, they require to be reassigned the work so as to make sure that the distribution channel is not at stake. If the dealer does not perform as expected, reassigning the work they had been given becomes the ultimate solution. The criterion to identify this is by evaluating the timeliness of the dealers in their operations. If the dealer is late, the job is redesigned. Advantage here is that the tasks in the organization would always be performed in time to avoid redesigning. Disadvantage is that this strategy does not put into considerations the different macro factors that may affect the operations.
Setting of goals
A business that has not set goals is sure to fail in its operations. Goal setting is one of the initial things that a business should start with if it is sure to compete efficiently in the market. The company sets its goals and then makes sure that the dealers are made aware of the same so as to make sure they understand what the company drives at. The criterion for setting up goals is through identifying the future aspirations and whether they have been met of the company. Advantage here is that it helps very associate to the organization to know what the future expectations of the company are. Disadvantage of this strategy is that in setting up goals, some goals may not be achievable and at the same time long term and short term goals may be confused.
Building effective working teams
At any one time, the company must ensure that it engages itself in the creation of good and effective teams to improve teamwork. When any job is done by a group is better than when made by one person. A business that involves doing its operations in team work is sure to succeed even in difficult situations.
Team work helps in the sharing of ideas and talent building because specialization is the ultimate goal. It is enhanced through involving employees from different areas specialization have some interrelating sessions to each other. It can be evaluated through carrying out a survey on the relation status in the firm.The benefit is that it helps the organization to move forward as a team and enhances peaceful coexistence of the employees. The disadvantage here is that it may lead to employees sharing some negative views about the company which may lead to strike.
Enhancing employee's participation
Participation of all employees is important in any business. Employees are the key players in the business and, therefore, their participation in all activities of the company gives them a feeling of ownership and belonging in the business. It helps the employees to feel that they are appreciated in the business. The same case operates with the dealers. When dealers are involved in the operations of the business, they have a sense of belonging in the business.The criterion that could be used in enhancing this strategy is to involve employees in most of the business operations through sharing ideas on how to enhance the performance of the organization. It can be evaluated by trying to a survey to obtain the different views from the employees.
Advantage of this is that the different views can be collected from the employees that can help build the organization even better. The disadvantage is that some employees may feel that their views are not upheld and this may lead to negative attitude development.It is, therefore, in the lime light that, for any business that is deemed to proceed forward in its operations, it must try to improve its relationships with the intermediaries (Paley, The marketing strategy desktop guide, 2007). These intermediaries play a great role in the business operations and success. Therefore, a successful business must lay out its plans such that they are understandable to the intermediaries. These intermediaries help the business to grow in the best and the most efficient way.
References
Lubbe, B. (2000). Tourism distribution : managing the travel intermediary. Kenwyn : Juta.
Paley, N. (2006). The manager's guide to competitive marketing strategies. London : Thorogood.
Paley, N. (2007). The marketing strategy desktop guide. London : Thorogood.
