In order to implement channel strategy following steps must be undertaken
- Run a trial Period: Before implementing a channel strategy it is very important to perform the operation on trial, in order to ensure successful results.
- Set performance expectations: It is very important for the distributors to set performance expectation for the channels and the associated members. This ensures that systems performs on the guidelines provided and avoid deviation from the path. It also helps in motivating to perform better and becomes more performance oriented.
- Create communication networks: Better communication networks provide a wider reach and thus an increased bandwidth.
Channel captain
Channel captain is a manger that helps in directing the activities of the whole channel. He tries to develop cooperation and hence resolve conflicts. The channel captain may be either a producer or a middleman, but big retail chains take this role. The job of the channel captain is to guide the whole channel to compete with other channels for effective allocation of functions and assuring common product market commitment.