Introduction
Manufacturers have several goals in mind when it comes to their channels. The most important of these goals are to reach the desired customer, drive sales, and increase profits. A successful channel partnership between manufacturers and distributors is dependent on the goals that drive success for both parties. By understanding the goals of the manufacturer and the goals of the distributor, manufacturers can select the proper channel partners, develop a set of integrated channel goals, and work together to build a strong and collaborative channel relationship.
Goals for Distributor Success
Distributor success is driven by several goals that manufacturers strive to achieve. The first goal is to ensure that their distributors are knowledgeable about the products they are selling. This includes understanding how the product works, how to use it, and what features and benefits it provides (Rajak, n.d.). Distributors should also be aware of any changes or updates to the product so that customers receive the proper information and guidance when making their purchasing decisions.
Building a Strong Reputation
The other goal for manufacturers is to ensure that their distributors have a good reputation in the industry. Public respect helps build customer loyalty and trust and assures that the best possible retailers are selling the manufacturer’s products (Rajak, n.d.). The goals of the manufacturer should be focused on creating a reliable, long-term relationship with the mutually beneficial distributor. By achieving these goals, manufacturers can guarantee that their channels are successful and their products are being sold to the right customers.
Selecting Effective Channel Partners
When selecting channel partners, manufacturers are looking for partners who are dependable, reputable, and have the capability to reach a broad customer base. The first step to selecting a channel partner is to identify the partners that best meet the company’s needs, including distributors, wholesalers, retailers, and other types of partners. Once the type of partner has been identified, manufacturers then consider the partner’s reputation and capabilities.
They also want to make sure the partner is able to reach the target customers, whether they are local, regional, national, or international. Additionally, manufacturers look at the financial aspects of selecting a partner. It involves being able to cover overhead costs, such as rent, utilities, and personnel, as well as the cost of materials and labor (Garcia-Muiña, 2019). By selecting such channel partners, manufacturers can maximize their return on investment and ensure the success of their business.
Creating Aligned Channel Goals
In order to integrate these goals and create a set of channel goals, the manufacturer should consider the distributor’s needs, the desired outcomes of the product, and the resources available to the distributor. For example, a manufacturer might set a goal of increasing sales of a product by 10% within a certain time frame and then provide the distributor with additional resources and support to reach that goal (Garcia-Muiña, 2019). In summary, the manufacturer’s channel goals should align with distributor’s goals and take into account the distributor’s needs. By doing so, a successful set of beneficial and achievable channel goals can be created.
Conclusion
In conclusion, channel goals can be defined as the objectives and strategies that a manufacturer and distributor put in place to guarantee the best delivery of products or services to the customer. Channel goals can include the development of a strong relationship between the manufacturer and distributor, creating profitable relationships, and an adequate supply chain.
In order to maximize the effectiveness of their channel goals, manufacturers and distributors can also collaborate with external sources, such as retailers and other vendors, to create a better customer experience. Additionally, manufacturers and distributors can leverage technology to improve the customer experience and make sure that orders are fulfilled quickly and accurately.
References
Garcia-Muiña F. E., González-Sánchez R., Ferrari A.M., VolpiL., Pini M., Siligardi C. & Settembre- Blundo D (2019). Identifying the equilibrium point between sustainability goals and circular economy practices in an industry 4.0 manufacturing context using eco-design. Social Sciences. 8(8):241. Web.
Rajak D. (n.d.). Channels of distribution: Meaning, objectives, role, factors, functions and strategies. Art of Marketing. Web.