Case study: "PlayStation 3" Game Console
Problem 1: In almost all cases, manufacturers find it more efficient to use intermediary retailers, wholesalers, and middlemen to transfer ownership of products to the ultimate consumer. Selecting channel(s) of distribution is a strategic part of the marketing mix strategy and must be consistent with all the other strategic decisions. It is almost always a long-term decision, with the aim of building a partnership between manufacturers and intermediaries.
Analyze the industry's channels of distribution.
1. Identify major channel alternatives.
What type of intermediaries are they using?
Which parts of the industry are using exclusive, selective, and/or intensive distribution strategies?
2. Evaluate the alternatives.
What are the economic criteria for selecting intermediaries?
What are the control criteria for selecting intermediaries?
What are the adaptive criteria for selecting intermediaries?
Problem 2: Analysis of Sony Playstation 3 and Move Controller - channel of distribution.
A) What are the major channel alternatives being used for distribution.
B) Justify the choice of channel alternatives in terms of economic, control, or adoptive criteria.
C) Describe the positioning strategy being used for each channel alternative, similar to examples described (specialty stores,
department stores, discount stores, off-price retailers, superstore).
Problem 3: Is the SonyPlaystation 3 Move a High or low added value? Broad or narrow breadth of line?
The response addresses the queries posted in 1000 words with references.