Marketing Strategies and Distribution Channels for Wal-Mart
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MKT 500 Final Project Milestone Seven: Marketing Strategy—Distribution Guidelines and Rubric Overview: In this milestone, you will describe the channels of distribution structure you will use to get your product or service into the market. This milestone is due in Module Seven. In doing so, be sure to identify: The rationale for the structure you have selected. How you will work with your channel members to help them promote your product to the ultimate consumer. This may include push and pull promotional strategies. How will you manufacture your product, warehouse it, and move the product to the next channel level? What should your channel members expect from you, the manufacturer (marketer) of your product? How will your organization be structured to accomplish this? If you will have a sales force (or someone who assumes the selling function), discuss the selection, compensation, training, and management of your sales staff. If, on the other hand, you are selling directly to the end user (direct channel), also discuss this here. If you are providing a service to your target market, you fulfill the responsibilities of a direct-channel service provider. You will probably not use intermediaries (i.e., wholesalers, brokers, retailers, etc.). Instead, describe how you will provide the services that you will offer your target market. (Note: The product description section describes what you will provide). As a service provider, describe your physical facility, how you will deliver your service, and other aspects that suggest you are taking that which is intangible and making it tangible.
Distribution Channels
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Distribution Channels
Distribution forms a critical element of the marketing mix. Distribution is the delivery of products and services to the right clients at the right time and in the right conditions. On the other hand, the channel of distribution is the sequence of marketing starting from the producer to the consumer (Batzer, 2019). If there are any intermediaries included, they qualify to be a part of the channel of distribution. It is essential, therefore, to have a strategic plan before deciding on a distribution channel. The levels of competition are also very high, prompting strategic planning at every stage of the distribution process. Different companies opt for various means of distribution to ensure that they meet all their customers’ needs and attract more customers (Batzer, 2019). Wal-Mart is one such company with a significantly superior distribution channel. Competition from companies such as Costco and Home Depot prompt the company to re-strategize its distribution systems (Wal-Mart.com, 2020). The idea is to reach a broader customer base and maintain customer loyalty. This paper highlights the most appropriate distribution strategy chosen to reach its newest target market of the visually impaired. The company began by opting for a voice prompt system that helped the visually impaired client check out with relative ease.
Distribution Channel – Direct Selling
Direct selling involves making personal contacts with the clients and distributing their goods and services directly to them (Batzer, 2019). The new market the company is targeting is a sensitive market that requires attention to detail. The company cannot afford to make mistakes as such sensitive markets are very easy to lose. Direct selling takes place away from fixed locations and is not only convenient to the visually impaired, put to the abled too. In this case, direct selling will help establish close contact with the customers and allow for the customization of goods and services to suit their needs relatively easily. It is essential to have a good understanding of the customer’s needs. This approach allows the company agents sufficient contact with clients to gather as much information as possible on their specific preferences (Batzer, 2019). Direct selling also helps to build customers’ confidence in the company’s products. Customers like feeling recognized, and direct selling allow for the personalization of products that creates a sense of recognition (Batzer, 2019). I...