5. Channel Strategy - E.pptVIP免费

5-1StrictlyConfidential1.MarketForecast2.KeyTargetCustomers3.ProductStrategy4.StrategicPartnerships5.ChannelStrategy6.BrandStrategy7.OrganizationTableofContentsTableofContents5-2StrictlyConfidentialSummarySummaryCKADcurrentlyhasasophisticateddistributionchannelsstructureconsistingofamixofdirectandindirectchannels.Internationalbenchmarkingacross13leadingoperatorsinEuropeandtheUSshowthatCKADcoversallrelevantchannels.EmployeesinTypeA,B,andCcompanies,whocurrentlymaketheirowntelecommunicationspurchasingdecisions,aresatisfiedwithZMCC’schannelcoverageandservice.However,aspurchasingisshiftingformemployeestoenterprisedecisionmakers,CKADneedstoconsiderablystrengthentheKAMfunctionGiventheimportanceoftheKeyAccountManagerstoCKAD’sbusiness,A.T.KearneyhasconductedadiagnosticsofcurrentCKADKeyAccountManagement(KAM)andtheresultsrevealmajorchallengesacrossallareas.TheresultshowsthatCKAD’sKeyAccountManagementisfacinganumberofchallengesacrosskeyareas,includingunclearroles&responsibilities,largedifferencesinKeyAccountManagerproductivity,lackofalignmentbetweenmarketopportunityandsalesforcecoverage,noconsistentandeffectivesetofKPIsandlackoftraininginkeyareasTomeetthesechallenges,CKADneedstolaunchfiveimportantinitiatives:1.ClarifyKAMRoles&Responsibilities.CKADshouldestablishaclearanduniformsetofKAMpositionsandresponsibilitiesacrosssubsidiaries2.ExpandSalesforce&ReduceLowValueActivities.CKADshouldexpandtheCKADsalesforcefrom681to784KeyAccountManagerstoalignwithmarketopportunities.ThiswillincludelargeexpansioninimportantcitiessuchasNingbo,WenzhouandHangzhou.Reducethetimespentonlowvalueactivitiessuchastravel,administratingsubscriptions,simcardsandhandsetrepairs–realizingsavingsof8-12hoursperworkweek5-3StrictlyConfidentialSummary(continued)Summary(continued)3.Design&RollOutUniformKPISystemLinkedtoCompensation.CKADshouldevaluateKeyAccountManagersonfiveperformanceindicators–salestoexistingcustomers,salestonewcustomers,churnout,customersatisfactionandshareofnewproducts.SetstretchperformancetargetsforKPIstomaximizesalesforceperformance.Establishaclearlinkbetweenperformanceandbonuspay-out4.Re-focusTraining&LeverageE-Learning.TheZMCCTrainingCentershouldfocustrainingofKeyAccountManagersoncustomerneeds(bothenterpriseandemployees),CKADnewproducts&services,sales&marketingandnegotiationskillsanddevelopbasicandspecializedprogramsthatmeetsthesetrainingneeds.TheZMCCTrainingCentershouldleverageE-learningprogramstosavecost,increaseroll-outspeedanduserflexibility5.ImproveInformationQuality&Access.CKADshouldimprovethecomprehensivenessandaccessibilityofinformationthatKeyAccountManagersneedinthesalesprocess5-4StrictlyConfidentialCKADcurrentlyhasasophisticateddistributionchannelsstructureconsistingofamixofdirectandindirectchannelsCKADcurrentlyhasasophisticateddistributionchannelsstructureconsistingofamixofdirectandindirectchannelsDirectIndirect•CurrentlythemajorchannelofCKAD•Providesbothgroupplan&enterprisesolutionsalesandservice•ZMCCshopsusedforsalesofCKADproducts&services•Mainlyfocusongroupplan/VPMN,butalsoforenterprisesolutions•Independentcompanies,suchasSystemIntegrators,EquipmentProvider(PBXdealer)andotheragentspartneredwithCKADtopromote,sell,andenableCKADproductsKAMOwnStoresPartners(SystemIntegrators,EquipmentProviders,etc.)5-5StrictlyConfidentialInternationalbenchmarkingacross13leadingoperatorsinE...