Strategi Distribusi MAnajemen Pemasaran ID

Strategi Distribusi
Chapter 14

Members of group :
•
•
•
•
•
•
•
•
•
•
•
•

Hutomo 041013
Ivana Christine T
041013
Lora Dewi Anggraeni 041013159

Ashif
041013
Hurin
041013
Eko P.
041013
Eko Budi 041013
Dwita Mega Ratu
041113269
Dhinta Ayu
041113270
Ismi Machfiroh D.C. 041113271
Ani Mardiyati 041113272
Trisna Adiningrum
041113273

Tujuan Pembelajaran
 Menjelaskan keuntungan dan kerugian dari saluran
distribusi langsung, dan mengidentifikasi faktor
yang dapat menunjukkan distribusi yang optimal.

 Membedakan antara tipe jangkauan pasar.
 Menjelaskan bagaimana proses distribusi dapat
dipercepat.
 Menjelaskan bagaimana retailers dapat
menyediakan kebutuhan manufacturers.
 Menjelaskan bagaimana wholesalers dapat
menyediakan kebutuhan manufacturers and
retailers.
 Menjelaskan strategi dan keuntungan potensial
dari integrasi saluran vertikal.

Distribusi dan Nilai
Perusahaan

Keputusan
Distribusi

Pertimbangan
produk mana
yang akan

didistribusikan
ke outlets, dan
tipe outlets
yang dipilih
Biaya
pengantaran
produk ke
konsumen

MultiMedia by Stephen
M. Peters

Pendapat
an
Perusaha
an

Pengeluar
an
Perusaha

an

© 2001 South-Western College
Publishing

Nilai
Perusaha
an dan
laba

Distribusi: Saluran Langsung
Produse
Produse
rr
Konsum
Konsum
er
er

Konsum

Konsum
er
er

Konsum
Konsum
er
er

Keuntungan dari saluran distribusi
langsung:
• Harga yang lebih murah ke
konsumer.
• Produser memiliki kontrol penuh.
• Producer obtains first-hand
feedback.
• Pemesanan online.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Distribusi: Saluran Langsung
Produse
Produse
rr
Konsum
Konsum
er
er

Konsum
Konsum
er
er

Konsum
Konsum

er
er

Kerugian dari saluran distribusi
langsung:
• Produser memainkan beberapa peran.
• Biaya promosi yang lebih tinggi.
• Produser membutuhkan lebih banyak
karyawan.
• Produser mungkin perlu menjual
secara kredit.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Distribution: One-Level
Channel

Retailers
Nike Brand Tennis Shoes

Foot
Locker
Stores

MultiMedia by Stephen
M. Peters

Sear
s

© 2001 South-Western College
Publishing

JC
Penney

Distribution: One-Level

Channel
Wholesalers
Producer
Producer

Wholesaler
WholesalerAA

Wholesaler
WholesalerBB

Business
Business
Customers
Customers

Business
Business
Customers
Customers

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Wholesaler
WholesalerCC
Business
Business
Customers
Customers

Distribution: Two-Level Channel
Two intermediaries participate.
Produce
Produce
rr
Wholesa

Wholesa
ler
ler

Retailer
Retailer

MultiMedia by Stephen
M. Peters

Retailer
Retailer

© 2001 South-Western College
Publishing

Distribusi Saluran Optimal
Dependent Upon:
 Ease of transporting.
 Degree of
standardization.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Distribusi Intensif
Put products into as many retail outlets
as possible.
Convenience goods utilize this kind of
distribution.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Distribusi Selektif
Use on a preferred group of retailers in
an area.
Helps assures producers of quality sales
and service.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Distribusi Eksklusif
Use of only one or a few retail outlets
in a given geographic area.
Retailer has exclusive rights to sell
product.
More likely to carry more inventory and
give better service.
Can create or maintain the prestige of
the product.
MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Transportasi Truk

Cost

Spee
d

Moving from Fast
low to high

On Time
Dependability

Flexibility
Handling Products

High

Medium

The above criteria represents the industry as a
whole.
MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Transportation Air
Cost
Highest

Spee
d

Fastest

On Time
Dependability

Flexibility
Handling Products

Low

Low

B727-200 Specifications

B727-200

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Transportasi
Kereta

Cost
Cost
Medium

Spee
Spee
dd
Slow

On
OnTime
Time
Dependability
Dependability
Medium

Flexibility
Flexibility
Handling
HandlingProducts
Products
High

© 2001 South-Western
College
The above criteria represents
the industry as
a whole not necessarily the
MultiMedia by Stephen
Publishing
Alaska Rail Road.
M. Peters

Transportasi Air
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
Lowest

Spee
d

Slowest

On Time
Dependability

Flexibility
Handling Products

Lowest

Highest

The above criteria represents the industry as a
whole.

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Business
Online: Port of
Seattle

Transportasi Pipa

Cost
Low

Spee
d

Medium

MultiMedia by Stephen
M. Peters

On Time
Dependability

Flexibility
Handling Products

Highest

Lowest

© 2001 South-Western College
Publishing

Karakteristik dari Retailers
• Jumlah Outlets (Number of
outlets)
• Kualitas Pelayanan (Quality of
service)
• Produk yang Ditawarkan
(Products offered)
• Toko vs Bukan Toko (Store
versus non-store)

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

How Wholesalers Serve
Manufacturers
••
••
••
••
••

Warehousing
Warehousing
Sales expertise
expertise
Sales
Delivery to
to retailers
retailers
Delivery
Assume credit
credit risk
risk to
to retailers
retailers
Assume
Information
Information

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing

Vertical Channel Integration
Vertical channel integration: Two or more levels of
distribution are managed by a single firm.

Vertical channel integration can
occur by:
•Manufacturers
•Retailers

MultiMedia by Stephen
M. Peters

© 2001 South-Western College
Publishing