Please answer the following prompts and guiding questions relating to Place:
Marketing Channels and Supply Chains
A product can take many routes to reach its final consumer. What channel makes the most sense for your product (Channel Structures)?
- How are you going to sell your product: direct channel, retailer channel, wholesaler channel, agent/broker channel?
- What is your rationale for utilizing this channel?
- What are some of the pros and cons of using this channel?
- Most likely, you will use more than one type of channel to move your product. Thinking of alternative channel arrangements, which makes the most sense for your product / company to utilize:
- Will you utilize a dual distribution model?
- Does it make sense to look towards nontraditional channels. If so, which ones?
- Could you form a strategic channel alliance?
- Are there any factors that are affecting your channel choices that you need (or can) address or are these factors beyond your control (and if so, what can be done).
- Finally, if your product is international, what steps will you need to take to distribute your product internationally?
The Role of Retailing (Classes of Retail Operations)
- Where are you going to sell your product?
- Will it be at a department store, specialty store, etc.?
- Are there alternative venues to sell your product? If so, what are they and what are the advantages and disadvantages to using these?
- Is your target market the same with each sales venue? What tactics do you plan to use regarding a retail marketing strategy.