go-to-market

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University of Maryland - College Park

Description

To complement your prior analysis, this week's interviews should focus on the Go-to-Market strategy and plans, with the interviewees being those with insights on the below questions. Your insights and plans in this Go-to-Market chapter should also be informed by your primary research and secondary research.

The Go-to-Market chapter of the business plan to be authored this week should address:

How will your product service be delivered? What is the easiest way to obtain a customer for your solution?

Does your product service lend itself to partnership or reseller opportunities? Or is direct sales the only real way to sell it? Does this suggest that direct sales is the best model?

Would you be better served by using value added resellers who sell similar/complementary products and services? Even if they take 10-30% commissions/discounts?

  • Is some or all of your product/service something that could be part of a larger product offering by a larger company? Does your product/service lend itself to licensing or private labelling by a larger company with better brand recognition?

What role does marketing play in getting your product/service to market? What types of marketing (social media, PR, email marketing, online ads, product reviews, mainstream media stories, etc.)

  • Are there potential partners who might ultimately acquire you? How could you work with them without compromising your secret sauce?

For this Go-to-Market chapter, a 2-3 page single-spaced length is appropriate. Tables, graphics, and related visual tools to efficiently communicate key information is encouraged.

Unformatted Attachment Preview

E-Commerce: The Internet as a Selling Platform Dell Direct 2-Step Distribution PC Manufacturer Forecast Product Distributor/ Reseller Order Product Companies/ Customers Dell Direct Dell Computer Corp. Order Product Companies/ Customers Graduate School of Business at Stanford University. Case Number: EC-17. November 2000. 1 The Concept of Disintermediation • Disintermediation: reduction in the number of intermediaries between producers and customers – Mainly used when companies replace traditional channels and go direct to the customer – Also used to depict how the concepts of time and space have changed when companies use the Internet to go direct to customers – disintermediation of time and space – clicks replacing bricks A Word of Caution • Disintermediation: traditional channels may disappear when companies go direct, but tasks and activities don’t Indirect Direct Costs Variable Fixed Focus Efficiency Effectiveness Control Low High Coverage Wide/Targeted Wide/Targeted Customization Low High 2 Three Direct Strategies • Company-owned stores • Company websites • Third party websites Logos taken from respective company websites A Possible Objection • Why are we discussing company-owned stores in a discussion on e-commerce and selling on the Internet? • Reason: – The issue is not replacing bricks with clicks – It’s getting the right mix of bricks and clicks 3 A Case Study: Office Depot • Has developed a seamless retailing network by tightly integrating its website and its physical stores – The Internet is another channel – Websites (virtual world) can drive traffic to stores (physical world) – information on inventories, specials, and deals – Stores (physical world) can drive traffic to websites (virtual world) – price shopping, deal shopping, comparison shopping – The two worlds, physical and virtual, can work in tandem: • Order online, pick up at store Information from Office Depot in stores and online High Tech Marketing Implications • Websites are transactional and selling platforms • Role of the customer is changing: – Self-service: customer increasingly being asked to participate in the implementation of distribution tasks • The boundary between communication and persuasion is fast blurring • Place (one of the 4Ps) is giving way to Choice and Convenience – where the customer is, not where the company is 4 Summary • Companies have a choice – they can distribute directly to customers • However, this does not mean that distribution tasks performed by traditional distribution channels disappear; they still have to be performed • Too often the issue of selling direct to customer through the Internet is posed as bricks vs. clicks; it should be more appropriately viewed as the right mix of bricks and clicks 5
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Outline
How the Product Service will be Delivered
Reseller Opportunities and Direct Sales
Better Services by Using Value-Added Resellers
Our Product to be part of a Larger Product offering by a Larger Company
The Role of Marketing in Getting our Products to the Market
Potential Customers to acquire us and how to work with them without compromising our Secrets
References


Running head: GO-TO –MARKET

1

Go-To-Market
Student’s Name
Institution Affiliation

GO-TO –MARKET

2

How the Product Service will be Delivered
The product that will be marketed to the customers is the auto parts for the vehicles and
therefore the target for the products include the vehicle owners in Ghana. Apart from the
provision of automotive parts, we will also provide services such as the provision of internet
ordering components, towing services and the scheduling of maintenance appointments. Various
mechanisms and strategies will be embraced in delivering the products and services to the
customers (Diehlmann, Häcker & Moersch, 2013).To reach targeted customers, it is imperative
to deploy the use of efficient strategies. For the particular products and services, we will deploy
the use of various marketing strategies to create awareness on the existence of our products and
services. Besides; various mechanisms will be embraced in delivering the services and products
to the customers. One of the strategies that will be deployed in delivering the products to the
customers is the use of intermediaries. The intermediaries will be required to deliver the products
to the customers after the customers have made orders for the product (Tafesse, 2016). The
modes of transport that will be deployed in delivering the products to the customers through the
intermediaries include; the use of vehicles and airplanes. The primary rationale for deploying the
use of the aforementioned modes of transport in delivering the products to the customers is that
the customers will obtain the products at the right time. To ensure timely delivery, the local
services will be deployed in delivering the services and products to the customers.
Besides, we will incept address software which will be used in detecting errors for the
postal codes. The address validation will aid in enhancing the speed of deliv...


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