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Problem

Using a multichannel integration map (see Figure 10.3), illustrate how a firm might cover small and medium-sized businesses versus large corporate customers.

 

Step-by-step solution

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Step 1/2

Multichannel model coordinates the activities of many channels such as field sales representatives, channel partners to enhance the total customer experience and profitability.

Besides that, organizations can use multichannel map to integrate the activities of different channels and increase the overall profitability of the organization

Step 2/2

Using a multichannel integration map, a firm can cover small and medium size business versus large corporate customer in the following way:

• Organizations can use partner channels to cover small and medium sized business customers, which can significantly increase overall market coverage for the organization and results in higher profit margins. When organization will get higher profit then they can use their sales force to concentrate on large corporate customers.

• For small and medium sized business, firms can shift from most expensive (direct sales) to lower cost (Internet) sales channels to increase the overall profit of the organization and can reach maximum consumers in more markets efficiently.

• A firm can serve essential corporate accounts through sales representatives and the middle market through channel partners, call centers and the internet.

Strategies to cover small and medium size business houses versus large corporate customers:

Organizations should use multichannel map to integrate the activities of different channels and increase the overall profitability of the organization

• Organizations have to shift from most expensive to lower cost sales channels, which can increase the overall profit of the organization so organization can increase its market.