Best Practices in Demonstrating Value and Creating Channel Strategies
The Thomas and Joan Read Center will conduct its next Research Consortium on Manufacturer Channel Strategies. Following the very successful Optimizing Business Analytics consortium, this initiative will conduct research and develop practical methodologies and tools that can be used by the consortium members to develop sound value propositions for their channel, distributors and customers. A five-day education-strategy channel planning session will be developed based on the resulting knowledge, methodology and tools to share with the consortia members.
Overview and Need
Manufacturers are recognizing the need to create better channel strategies to address future market needs and access to the ultimate user. Customers require new innovative services, products, and strategies to move to the next level of competitiveness.For manufacturers, these innovations will have a shorter life cycle and need the best channel strategy with shorter cycle times to address the current market disruptions.Manufacturers must create new channel strategies to accelerate growth, develop the channel management tools necessary to implement and manage those strategies,and implement the change management principles necessary to effectively communicate and build the culture around those strategies. Economies of scale must be captured before today’s new innovations become commoditized. Manufacturers have several different channels choices to optimize their market access. These channels, however, can come into conflict and can take on many complex forms when combined into a go to market strategy. Customer needs may dictate combination strategies which could further increase the potential for channel conflict.Ultimately, the manufacturer would like to build a market access strategy that allows for optimal system efficiency (high utilization),in the most profitable product categories,with the greatest growth potential, using the lowest possible investment in non-core processes, which creates the greatest increase in brand equity. Channel choices are one of the most critical decisions in achieving these goals.
Information and Fees
Membership is limited to a small group companies to be an effective research group. The membership fee is $50,000. The fee will cover attendance in all consortium meetings and workshops.
Dates and Schedule
1st Round
Kickoff Meeting:
Final Meeting:
2nd Round
Kickoff Meeting: February 20, 2020
Final Meeting: August 27, 2020
Solution Approach
Best practices will be established and tested as the consortium explores the following issues:
- Determining how service and products strategies are changing and how
manufacturer channels create value for the ultimate end user. - The best practices in manufacturer channel collaborations when taking new products to market and accelerating new product introductions.
- Determining channel strategies, value, cost of new sales, and how marketing models are delivered.
- The development of tools that will enhance scientific decision making
capabilities on channel strategy development, implementation, and
management as well as addressing change management techniques. - Documenting best practices in manufacturing channel strategies.
Current channel models are not being threatened with extinction but rather with rapid change. Manufacturers, who understand and support positive change will not only help their channels to succeed, but will also protect their own profitability. Understanding the new environments, rather than being reactive to change is more critical today and necessary for future channel strategies to succeed.
Consortium Deliverables
Consortium members will participate directly in the research and gain a better understanding of the findings. The full report will be issued to each consortium member with all analysis performed on the firm itself with the firm’s data.
Direct recommendations will be made for each individual participant firm on:
- Creating and developing value propositions for new products and
services - Delivery methods (sales and marketing) for these constantly evolving
value propositions - Optimal Channel strategies
- Analysis methods for demonstrating value
- Tools created to implement and manage the channel effectively including change management techniques
All consortium member results and data shared with researchers will be kept CONFIDENTIAL. Only general findings and best practices will be shared with other consortium members. Manufacturers will benefit from the research findings and from sharing best practices with other cutting-edge firms in the consortium.
Texas A&M University will also present an education session on
Manufacturers’ Market Access Strategies to which consortium
members will receive 2 seats at no additional cost (a $10,000 value).
Contact
Dr. F. Barry Lawrence, PhD
Leonard and Valerie Bruce Chair in Industrial Distribution,
Program Coordinator of Industrial Distribution,
Director of Thomas and Joan Read Center for Distribution
Research and Education
Industrial Distribution Program | Texas A&M University
3367 TAMU, College Station, Texas 77843-3367
Phone: (979) 845-1463 | Mobile: (979).571-5513
E-mail: barry.lawrence@tamu.edu
Dr. Esther Rodriguez Silva, PhD
Director of Talent Incubator Program,
Director of Global Supply Chain Laboratory,
TEES Assistant Research Professor
3367 TAMU, Texas A&M University
118F Sbisa, College Station, TX 77843-3367
Phone: (979) 845-3146
E-mail: estherrsilva@tamu.edu
For more information regarding Industry Consortia and Program registration, please contact:
Patrick Dolan
Program Assistant
Talent Incubator
M: 979-458-2862
dolan606@tamu.edu
