Multi-Channel Strategy : -med fokus på POC Sweden AB:s potentiella försäljningskanaler
Abstract (Summary)Today it’s relatively widely spread among companies to use many sales channels because it makes it possible for a company to reach more customer segments, and in that way increase revenues. POC Sweden AB, which designs and markets alpine safety products, currently has plans to use multiple channels. Their potential sales channels consist of physical retailers, concept stores, and e-commerce. The company’s goal with their potential sales channels is to increase their revenues while not reducing their brand image. When a company uses multiple sales channels, they should be aware of the channel’s positive and negative characteristics, and how these characteristics will affect the company. POC has therefore requested that the authors establish a ranking of the company’s potential sales channels based on their goal of increasing revenue while not reducing their brand image. To make this possible the authors have used theories which cover the distribution area and collected practical information from two qualified interviewees. After analyzing the information above, the authors have come to the conclusion of the following priority ranking; (1) Physical Retailers, (2) E-Commerce, (3) Concept stores. Physical retailers in form of sport chains have first priority, as they make it possible to generate the highest revenue without reducing the brand image.
Source Type:Master's Thesis
Date of Publication:01/24/2008