Responsable du cours : Dr. R. PERRIGOT

Dr Perrigot website

Course Objectives

This course will be organized in two sessions that will address the following objectives :
 Acquire a strategic framework for distribution strategies
 Understand the main issues associated to distribution strategies
 Have a global overview of the main trends in terms of distribution strategies
 Develop a critical approach as far as the distribution strategies are concerned

Content

The course will be organized in two sessions of six hours.

1st session : The first session will be organized as follows :

 Students’ presentations
— The students, by team, will present the distribution strategy of the company they will have chosen among those proposed in the list and explored in depth before the class.
 Class discussion
— The discussion will concern the common features of the distribution strategy of all the companies presented by the students.
 A focus on multi-channel strategy
— Many manufacturers and retailers (food and non-food retailers) use a multi-channel strategy to communicate about their products, to inform the customers and to sell their products.
 A focus on new technologies in the retailing industry
— The retailing industry has not been considered as innovative for a long time. Nevertheless, now, the retailers in the food and non-food sector use these new technologies in order to improve the shopping experience of the customers.

2nd session :The second session will be organized as follows :
 Students’ presentations
— The students, by team, will present the internationalization strategy of the company they will have chosen among those proposed in the list and explored in depth before the class.
 Class discussion
— The discussion will concern the common features of the internationalization strategy of all the companies presented by the students. - A focus on internationalization strategy
— Many manufacturers and retailers (food and non-food retailers) have activities outside their domestic market. This international dimension involves several issues to be studied.
 A focus on franchising
— Franchising is more and more used by the manufacturers to sell their products and by the retailers to organize their chain, and expand rapidly in the national and foreign markets.

In all the topics explored by the students before the class and in class, an particular emphasis will be made on the company’s brand and the services offered to the customers by the manufacturers and the retailers.

Before the first session, the students will have to prepare a presentation about the distribution strategy of one of the following companies :
  Auchan
  Carrefour
  Coca-Cola
  Ikea
  M&Ns
  Melitta
  Oral-B
  Scholl
  Tesco
  Zara Additional information will be given to the students in October.

Before the second session, the students will have to prepare a presentation about the internationalization strategy of one of the following companies :
  7-Eleven
  Brioche Dorée
  Cache-Cache
  Curves
  Gloria Jean’s Coffees
  Mango
  Re/Max
  Subway
  Troc.com
  Yves Rocher Additional information will be given to the students in October.

Animation The two sessions will include students’ presentations, interactive discussions, presentations of the key concepts and case studies.

The students will have to prepare a PowerPoint presentation about a particular company and read the indicated documents prior to each session.

This preparation will favour the understanding of the topics detailed in class, the interactions, and the autonomy of the students.

Evaluation Students’ evaluation will be based on four elements :
 Participation during the first class : 10%
 Participation during the second class : 10%
 Quality and content of the first presentation (Distribution strategy) : 40%
 Quality and content of the second presentation (Internationalization strategy) : 40%

Books
 Birkeland P. M. (2004), Franchising Dreams : The Lure of Entrepreneurship in America, University of Chicago Press.
 Coughlan A., Anderson E., Stern L. W. and El-Ansary A. (2006), Marketing Channels, Prentice Hall, 7th Edition.
 Levy M. and Weitz B. A. (2006), Retailing Management, McGraw-Hill/Irwin, 6th Edition.
 Mc Goldrick P. (2002), Retail Marketing, McGraw-Hill Higher Education.
 Reynolds J. and Cuthbertson C. (2003), Retail Strategy : The View from the Bridge, Butterworth-Heinemann.
 Sugars B. J. (2006), Successful Franchising : Expert Advice on Buying, Selling and Creating Winning Franchises, McGraw-Hill Professional.

Additional suggestions

Other

Rozenn PERRIGOT can be contacted by email at rozenn.perrigot@univ-rennes1.fr.