Master Marketing Etudes

Multi-Channel Distribution

Responsable du cours : Dr. R. PERRIGOT

Important

Download HERE information about class preparation

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 : Multi-channel strategy and retailing

The first session will be organized as follows :
 Students’ presentations

• The students, by team, will present the multi-channel strategy of the retailing company they will have explored before the class (see list).

 Class discussion

• The discussion will concern the common features of the multi-channel distribution strategy of all the retailing 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 : Multi-channel strategy and franchising

The second session will be organized as follows :
 Students’ presentations

• The students, by team, will present the strategy of the franchising network they will have explored before the class (see list).

 Class discussion

• The discussion will concern the common features of the strategy of all the franchising networks presented by the students.

 A focus on the plural form

• Many franchisors, whatever the countries and whatever the industries, use different organizational forms (franchising, company ownership, etc.) in order to develop their networks.

 A focus on franchising networks’ communication

• Franchisors use various ways to communicate towards the potential franchisees, their customers and their future employees. This is a multi-channel communication towards multi-audiences.

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.

1. Individual work

Before the first class, the students will find a short article about multi-channel strategy and/or new technologies in the retailing sector. The article can be found in a newspaper or on a website. The approach chosen in the article can be general or specific (e.g. a particular company using a multi-channel strategy or having implemented new technologies). The student will give a paper copy of this article to Rozenn PERRIGOT at the beginning of the class.

2. Team work

Before the first class, the students will prepare a detailed PowerPoint presentation about the distribution strategy of a retailing company (as indicated in the table – next page). The particular focus of the presentation will deal with the multi-channel strategy of these companies and their use of new technologies.

The students will have 17-20 minutes to present their case. I suggest not having more than 20 slides. The presentation will involve the participation of all the students of the group, and not only one person.

The students will send the PowerPoint file to Rozenn PERRIGOT (rozenn.perrigot@univ-rennes1.fr) before October 2009, 20th.

distribution strategy of one of the following retailing companies :
 G1 Auchan and Chronodrive
 G2 Carrefour and its commercial website (Ooshop)
 G3 Casino and its commercial website (Telemarket)
 G4 Castorama and its commercial website
 G5 Darty and its website
 G6 Ikea and its commercial website
 G7 Intermarché and its commercial website
 G8 La Fnac and its commercial website

1. Individual work

Before the second class, the students will find a short article about franchising or a specific franchising network.

The article can be found in a newspaper or on a website. The approach chosen in the article can be general or specific (e.g. a particular retailer that is franchising its concept or that is pursuing a multi-channel strategy).

The student will give a copy of this article to Rozenn PERRIGOT at the beginning of the class.

2. Team work

Before the second class, the students will prepare a detailed PowerPoint presentation about a franchising network. The particular focus of the presentation will deal with its oranizational form, its multi-channel strategy and its multi-ways, multi-audiences communication strategy.

The students will have 17-20 minutes to present their case. I suggest not having more than 20 slides. The presentation will involve the participation of all the students of the group, and not only one person.

The students will send the PowerPoint file to Rozenn PERRIGOT (rozenn.perrigot@univ-rennes1.fr) before November 2009, 17th.

Strategy of one of the following franchising networks :
 G1 Bonobo
 G2 Cache-Cache
 G3 De Neuville
 G4 Lollipops
 G5 Monceau Fleur
 G6 Phildar
 G7 Troc.com
 G8 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 detailed PowerPoint presentation about a particular company before each class.

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 classes : 10%
 Quality and content of the first presentation (Retailer) : 45%
 Quality and content of the second presentation (Franchising network) : 45%

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.

Other

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

(Master Marketing Paris Dauphine- 2009)