Marketing channel strategy for consumer goods
Seminar paper from the year 2003 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 95%, Swinburne University of Technology, Melbourne (MBA Programm), course: Strategic Marketing, 16 entries in the bibliography, language: English, abstract: This report is initiated to discuss the various marketing channel strategies for consumer goods. The generic term goods refers to products as well as services. The paper is divided into part A and part B. Part A explains and discusses the general meaning of key concepts of marketing channel selection, and thus builds the foundation for part B. Part B applies the theoretical concepts to a real life company, Omkafe, and its international marketing channel selection process. The reason for choosing Omkafe, a small sized company based in Italy known for its outstanding coffee, is to demonstrate the differences in distribution patterns among countries and how the rise of the Internet and eBusiness has influenced even small companies like Omkafe. Part A concludes that a company can gain a competitive edge in deciding on an effective distributor or agent. Since there is no one right answer on how to effectively manage the flow from the manufacturer through the distribution channel to the ultimate customer, each company has to make its own decision based on its unique market, producer and product factors. Part B then enforces this conclusion, and also emphasizes the fact that even within a company, different marketing channel selections for different market targets are appropriate and necessary.
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18 January 3.1 Direct sales 3.1 Omkafe’s simplified 5.1 German channel 5.2 German agents According to Cravens Agency theory August 29 bars and restaurants Bliemel Burgemeister buyers channel configuration channel of distribution channel Omkafe channel selection process channel strategy selection company’s conventional channel delicatessen different market direct marketing distribution alternatives distribution and marketing distribution channel distributors end-consumer entering the German exclusive distribution Figure 5.1 German German market illustrates Omkafe’s influence even small intensity Cravens 2000 Intensive distribution intermediaries International channels Irwin/McGraw-Hill Italy Kotler Lasser Marintelli market entry market factors marketing channel selection marketing channel strategy number of outlets Omkafe chose Omkafe developed Omkafe to build Omkafe’s distribution outstanding coffee pers.comm Producer Consumer product factor Relationship marketing report is initiated Retailer sales and marketing Scarborough selecting a marketing Selective distribution Strategic Marketing Swinburne University Type of channel value chain Vermillion Vermillion L vertical coordination vertical marketing system Winsor Zimmerer T 1996