Order ID | 53563633773 |
Type | Essay |
Writer Level | Masters |
Style | APA |
Sources/References | 4 |
Perfect Number of Pages to Order | 5-10 Pages |
Management and Marketing Course Paper
A distribution strategy Development
Assignment: You’re requested to develop a distribution strategy for the new firm.
MODA IN, founded in January 2020, is a company located in Bahrain that produces
and markets clothes for women. This firm has recruited more than 2,000 employees.
In Bahrain, the clothing trade sector is highly dynamic and still presents undeniable
growth opportunities. In this area, the customer has the choice between several
brands.
To do this, the company aims to launch the product in the market to face multiple
competitors and attract new customers. The marketing manager decides to create
and set up a new distribution channel for the products.
The firm aims to become the market leader over a 3-year horizon. The products are
of good quality and are positioned in the mid-range in the market. One can choose
from different styles the firm has to offer. The firm aims to launch at least 10,000 new
designs in a year and to provide best fashion trends. To produce the products, the
firm uses muslin, silk and cotton and some nylon or polyester fabric.
A market study carried out by the company shows that consumers are more and
more concerned about the quality of the products and the materials used to make
them.
The firm chooses to reach a target market namely those customers who pay
attention to the quality of the products and the materials used to make them and
especially women between 20 and 50 years old. To differentiate themselves from the
competition, the general management decided to adopt a high price to convey a
good brand image.
This price will be significantly higher than the other clothes in the market. To
familiarize the customers with these new clothes of this new brand and generate
brand awareness and positive attitude, the marketing managers will make great
investments in promotion and advertising. You are required to develop a distribution
strategy for this firm.
Questions:
1/The company must carry out a distribution strategy to promote its new products.
What distribution types would you recommend to the marketing manager?
2/The company asks you to help it set up a distribution strategy process.
3/ Faced with this COVID 19 health crisis, new innovations in the distribution strategy
will be necessary. What do you propose to this company to face this crisis and
attract consumers?
The project must follow the following plan:
1. Highlight the elements regarding to the product, price and promotion elements of
marketing mix strategy.
2. Competitive evaluation
3. Define the seven-Step Strategic distribution Process for the new product:
A/ Recognizing the need for a channel design decision
B/ Setting and coordinating distribution objectives
C/ Specifying distribution tasks
D/ Developing possible alternative channel structures
E/ Evaluating the variables affecting channel structure
F/ Choosing the “best” channel structure
G/ Selecting the channel members
The students must identify the type of distribution strategy (direct or indirect or both;
exclusive, selective or intensive) and justify the choice of the intermediaries and the
possible implementation of a multi-channel distribution
4. Identifying criteria to evaluate the distribution channel and the member
performance evaluation
5. Highlight the recommendations regarding the distribution strategy you can
propose to this firm which faces this COVID 19 health crisis.
Students must prepare a report in a form of a word document including figures
(process and marketing channel) and explanation of all the key points.
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