Distribution Strategy
Chapter 1
Introduction
In marketing, it is impossible to avoid consideration of marketing mix, which involves 4Ps. The 4Ps encompass: place, promotion, price and product (Viardot, 2004). This exposes one of crucial obligations of any marketing manager. That is, a marketing manager is responsible for formulating effective distribution strategy (place) in order to keep the other Ps moving (Distributionstrategy.org., 2013). As a result, studies described distribution strategy as crucial prerequisite for success of any business (Chapter 15: Product Distribution, n.d.). It is a plan of actions employed to move service/product from the manufacturer to the end consumers through different approaches such as physical distribution and distribution channels. Generally, it tries to describe where and how customers purchase firm’s service/products. Distribution strategy focuses on various factors, which encompass: location of the firm and target market, approaches of reaching the target market, warehousing, as well as transportation. In this paper, distribution strategy critically discussed besides evaluating how it used in consumer market. It hypothesized that good distribution strategy contributes to health relationship between businesses and their consumers. Important of research
The research is very important in a sense that it will foster deeper understanding of distribution strategy, as well as its application in consumer market. Additionally, the research will aid in disclosing various challenges encountered in distribution strategies and how such challenges addressed. Further, the research will help in comprehending the impact(s) of good/poor distribution strategy on business.
Objective of research
The main objective of this paper is to acquire sufficient understanding of distribution strategy and how it is applied in consumer market.
The research will achieve this through answering the following questions:
i) What is distribution strategy ii) What
Introduction
In marketing, it is impossible to avoid consideration of marketing mix, which involves 4Ps. The 4Ps encompass: place, promotion, price and product (Viardot, 2004). This exposes one of crucial obligations of any marketing manager. That is, a marketing manager is responsible for formulating effective distribution strategy (place) in order to keep the other Ps moving (Distributionstrategy.org., 2013). As a result, studies described distribution strategy as crucial prerequisite for success of any business (Chapter 15: Product Distribution, n.d.). It is a plan of actions employed to move service/product from the manufacturer to the end consumers through different approaches such as physical distribution and distribution channels. Generally, it tries to describe where and how customers purchase firm’s service/products. Distribution strategy focuses on various factors, which encompass: location of the firm and target market, approaches of reaching the target market, warehousing, as well as transportation. In this paper, distribution strategy critically discussed besides evaluating how it used in consumer market. It hypothesized that good distribution strategy contributes to health relationship between businesses and their consumers. Important of research
The research is very important in a sense that it will foster deeper understanding of distribution strategy, as well as its application in consumer market. Additionally, the research will aid in disclosing various challenges encountered in distribution strategies and how such challenges addressed. Further, the research will help in comprehending the impact(s) of good/poor distribution strategy on business.
Objective of research
The main objective of this paper is to acquire sufficient understanding of distribution strategy and how it is applied in consumer market.
The research will achieve this through answering the following questions:
i) What is distribution strategy ii) What
References: • Borella, M. R., & Padula, A. D. (2010). “ALIGNMENT BETWEEN THE SUPPLY, MANUFACTURING AND DISTRIBUTION STRATEGIES AND THE BUSINESS STRATEGY”. Journal of Operations and Supply Chain Management. Vol. 3, no. 2, pp 44 – 60. • Chapter 15: Product Distribution. (n.d.). Retrieved from faculty.piercecollege.edu/rskidmore/Ghost/library/Chapters/CHPT15-04.pdf • Czinkota, M. R., & Kotabe, M. (2000). Japanese distribution strategy: Changes and innovations. London: Thomson Learning. • Dent, J. (2011). Distribution channels: Understanding and managing channels to market. London: Kogan Page. • Distributionstrategy.org. (2013). A Product Distribution Strategy Keeps the Wheels in Motion. Retrieved from http://www.distributionstrategy.org/Product-Distribution-Strategy.html • Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning. • Osman, L., & Westgerd, M. (2008). International distribution channels - from the perspective of exporting companies. Retrieved from epubl.ltu.se/1402-1552/2008/110/LTU-DUPP-08110-SE.pdf • Paley, N. (2007). The marketing strategy desktop guide. London: Thorogood. • Segetlija, Z., Mesarić, J., & Dujak, D. (n.d.). IMPORTANCE OF DISTRIBUTION CHANNELS - MARKETING CHANNELS - FOR NATIONAL ECONOMY. Retrieved from http://www.google.co.ke/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&sqi=2&ved=0CCoQFjAA&url=http%3A%2F%2Fbib.irb.hr%2Fdatoteka%2F529824.Segetlija_Dujak_Mesaric.pdf&ei=osyLUsH4Fsruswak14DoAg&usg=AFQjCNHsGoe2iSpohJhREN3ghhz2DoveVg&sig2=rbBvCuRR84dOR-wocm6VbQ&bvm=bv.56643336,d.Yms • Viardot, E. (2004). Successful marketing strategy for high-tech firms. Boston, Mass: Artech House.