Channel Analysis


We will help you identify new channels and be more effective with existing channels. We analyze the channels that you sell through as well as those you don’t, the structure of the channels (channel mapping) and the relative market share of each of these channels. In addition, our methodology identifies requirements and issues of the buyers, how the products are specified, importance of the products within the channel, effectiveness of marketing programs (e.g. advertising co-ops, etc.) and other significant channel issues including Internet marketing (which is one of the many channels).

RHA has worked with some notable experts in the field of channel development, such as Professor Stern out of Northwestern University. Understanding the channels and proper motivation for specifying the product is often the key. However, we have found that channels are converging and there are frequently opportunities to use alternative channels by looking at where complimentary products are purchased or where the decision maker looks for information on technology products.