Distribution
In this part of your project you will identify, discuss, and justify the distribution decisions you will make for the product that you have been writing about.
Remember to keep in mind that your distribution decisions should reflect everything done thus far including the objectives, the target market, and how the product is positioned. Be sure that your distribution decisions here not only support your efforts to remain profitable but make the product accessible to your target market when they are ready to buy.
Step 1
First, discuss the number of intermediaries that you will use. Refer to figure 10.3 for insight into the four different distribution models to choose from.
These are further discussed in more detail in the text. (9th Edition Marketing The Core by Roger A. Kerin & Steven W. Hartley) Explain why you believe that is the model you want to choose. Then explain if this is a departure from the company’s typical distribution strategy. If so, what justified the change?
Step 2
Next, discuss the intensity of distribution that you have chosen. Why specifically have you chosen this level of distribution? Does this intensity variate from the company’s usual distribution? If so, justify the deviation. Remember that different products may have different levels of distribution intensity depending on how it is positioned in the marketplace.
Step 3
Discuss retailing, either online or traditional, and explain specifically where you want this product to be available to consumers. For each retailer chosen (or retailer type such as discounter), explain why having the product available at this institution is important. Remember that your positioning efforts, along with the behaviors of your target market should drive this specific decision. Once again discuss whether your strategy here deviates at all from the retailing strategy already used by the company.
Step 4
Add just a few paragraphs briefly discuss what your team has learned about product distribution that you did not already know.
