Supor Case

• Three Types pf Conflict –Horizontal vertical

and Multi-Channel
• Stern Says That it is because of three things:
1. Goal Incompatibility
2. Domain Dissensus : Area Target customers
Channel function division and technology
3. Differing Perceptions of Reality:
 O2O Mode Why did Supor expect to
realise its O2O mode
• Alax : O2Owould help obtain sales data improve
marketing reach and realise precision marketing
• Use variety of social media tools and data mining for a
common marketing program Register online and
observing consumer data would help big data
• This would then push specific products to consumers
• Improve customer experience by pre sales call etc and
after sales service through online sales platform
• Would guarantee same prices and no conflict
• Increased customer loyalty
 Channel segmentation
• Structural Holes can distinguish and segment
distributors thereby reducing conflict and
better channel integration
• Selling different products through different
channels and selling different brand names
through different channels at different prices
to different segments
 Channel Integration Strategy
• Superordinate goals
• Effective coordination
• Effective communiaction