Value Chain Strategy: Channel Strategy Selection

Types of Channels
 Conventional Channel
 Vertical Marketing Systems (VMS)
1. Ownership VMS
2. Contractual VMS
3. Administered VMS
4. Relationship VMS
 Horizontal Marketing Systems
 Digital Channels
Value Chain Strategy: Channel Strategy Selection
Distribution Intensity

Intensive Distribution
Selective Distribution
Exclusive Distribution
Value Chain Strategy: Channel Strategy Selection
Channel Configuration
End-User Consideration
Product Characteristics
Manufacturer’s capabilities and resources
Required functions
Availability and skills of Intermediaries