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Distribution Plan
1. Determine which selling approach is best.
a. Consult Country Commercial Guides (CCGs) "Marketing U.S. Products and Services in (country) chapter b. Industry Subsector Analyses (ISAs)
For example, How would you distribute shoes in Italy? Shoes Distribution Varies Across Countries
A
Producer
B
Producer
C
Producer
D
Producer Agents
For Example German Vs. French Shoe Distribution Distribution London: Euromonitor, 1988, pp. 162, 171
Germany France
35%
56%
14% 2% 2% 1% 25% 100%
29%
Mail
Department Stores Hypermarkets Discount Stores
7%
6% 6% 6%
4%
7% 100%
Who are Your Customers/ What Brands Styles Do They Buy? Where Do They Shop?
Should You Set Up Your Own Store Chain? Distributing Shoes in Italy
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Middlemen in the process between Manufacturer & Final International Consumer who may or may not
Physically handle & distribute the goods Assume title to goods Negotiate buying and selling
Middlemen used when the can perform functions more efficiently than manufacturers can
B
Producer
C
Producer
D
Producer Agents
Wholesaler
Wholesaler
EMC Limitations
Relatively small with limited financial resources; may be unable to stock product or offer financing to foreign customers Focus efforts on products that bring in most profits Most do not cover Canada Manufacturers may lose control over who buys, selling price, promotion, etc.
(2)Agents & brokers (do not take title & seldom take possession)
Services they perform Breadth of lines they carry Costs and trade margins Length of channel - long vs. short
Character Does it fit the character of the company and the market? Continuity Can you foster loyalty among members?
Locating Middlemen
U.S. Department of Commerce; Directories; Foreign Chambers of commerce; Middlemen associations; Internet services, e.g. www.tradecompass.com Carriers e.g. shipping companies
Two basic sources of "buy" leads: The ones you or your reps develop first-hand Second hand leads -- the ones you hear or read about
Good trade lead sources include
U.S. Governments Trade Opportunity Program found on the NTDB, FAS Agricultural Trade Leads, Commercial News USA trade leads, Global Technology Network. World Trade Center (WTC) network, and many states have their own overseas trade offices.
Most cars are sold not by conventional dealers but by independent distributors and traders. Typical is the Asia Games Village parking lot in Beijing, which has become a sort of flea market for dozens of small-time traders of new and used vehicles.
The first shop (Starbucks) near the Paris Opera, is situated to draw both tourists and localsThe chain began to establish itself across Europe nearly six years ago, starting with Britain, Switzerland and AustriaAnother outlet opens Monday in the La Defense business district, the second of about 10 planned for Paris.