Marketing. Automobiles and jewelry
MKT301 - Principles of Marketing Module 3 - Case The Marketing Mix: Distribution Channels (Place) Write four-page paper (excluding title page, references and any appendices) in which you respond to the following question: Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different. AUTOMOBILES. JEWELRY. CANNED SOUPS. Illustrate your answer by referring to specific brands within each of the two product categories you have chosen. Ensure that you repeat the case question shown in bold above in full and verbatim on the title page of your submission along with the other infomration described in module 1. ASSIGNMENT EXPECTATIONS Although this case question relates to channels of distribution you are expected to use both your knowledge acquired from MOD03 as well as your acquired knowledge from prior MKT301 modules. Use information from the background readings and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper. The following will be assessed: Your demonstrated understanding of the marketing concepts central to the case question including what is a distribution strategy. Your demonstrated understanding of factors related to the development of a distribution strategy through the analysis you conduct and their use in the context of the case. In particular you should demonstrate your knowledge from the course by defining or explaining the relevant concepts used which could include: alternative forms of channels integration (ranging from outright ownership of distribution through franchising to use of other firms’ channels), channel intensity (intensive, selective or exclusive), and the various factors (Market, Producer, Product, Competitive) managers would consider, along with an evaluation of the pros and cons of the various alternatives. Note that you should not only state how you believe the two products should be distributed. As you are asked to \\\"compare and contrast\\\" the distribution strategies for them you should also explain in what ways the distribution of each might be similar or different and why they might be similar or different. In doing so remeber that your primary goal is to demonstrate your understanding of the teaching materials and learning from the course. The criteria used for assessment will be those explained on the MOD01 Home page, namely: Focus. Breadth. Depth. Critical thinking. Effective and appropriate communication skills.
BUSINESS MARKETING
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(November 11, 2013)
Question: Select two products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different.
Automobiles and jewelry
Distribution strategies are ways by which businesses make goods and services available to their customers by either having them directly from the manufacturer or by either using other channels. There are different types of distribution strategies depending on the type of goods being distributed; some of the distribution strategies include direct supply, online website, dreaded telemarketer, actual storefront or indirectly through resellers. The most important aspect in distribution is those channels and intermediaries involved. The channels and the intermediaries involved include the organizations manufacturing the product and the individuals that make the product available to the customer (Tielmann, 2010). There are three different distribution strategies a process that depends with the number of intermediaries used.
The first distribution strategy is intensive distribution; this type of distribution sees a business product sold in as many outlets as possible (Rolnicki, 1998). This type of distribution is usually used on goods that appeal to many customers such as snack foods and magazines.
The second type of the distribution strategy is selective distribution, in this type of distribution it relies on a few intermediaries while still maintain a high amount it is used for more specialized goods such as computers and automobiles. The third type of distribution is the exclusive distribution where the business selects just a few intermediaries as their partners this type of distribution strategy is usually for luxury goods, and high end goods such as sport cars, and designer clothes.
In this case study the comparison of the different marketing strategy for automobiles and jeweler explains the different means by which products get to customers. Different types of products call for different marketing strategies this is why the channels of the intermediaries used to market automobiles are different from that used for jewelry. Goods are of different nature and thus the market operation is not similar for all goods due to the demand and the target by the producers. In this case the market demand for automobiles would be high even though the price would be high since it’s a basic commodity in everyday life. In the case for jewelry the producer has to target the rich since this is a luxurious good. Due to this market target a different strategy of distribution has to be employed in each case (Rolnicki, 1998).
The distribution strategy for automobiles is the selective distribution. Selective distribution entails a process where the producer uses retailers to ensure goods are available only in certain markets. The reasons for using this type of distribution for automobiles is due to the market target since it’s targeted to only certain markets. In the selectiv...