Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels of distribution have in meeting the needs of consumers in both a brick and mortar and online retail setting.
Resources: University Library article on distribution channels in marketing that is not more than five years old; Marketing: Ch. 1: pg. 4-10; Ch. 2: pg. 40-46, 54-69; Ch. 15: pg. 408-420; Ch. 16: pg. 438-447; Week 4 video
Scenario: You work for a newly formed sports apparel company and your manager has requested you help the company decide on the best distribution strategy to use for its products. You have begun research on the strategies and methods available by reviewing relevant articles on the topic. Based on your article review, you will decide what strategy(ies) is/are best and explain the reasoning behind your conclusion.
Select an article from the University Library that is less than five years old on the role of distribution channels in marketing.
Compose a 1,050-word article review covering the following:
- Define what a distribution channel is and discuss why it is important to the marketing process.
- Discuss the differences between direct and indirect distribution channels.
- Introduce the article and its author(s) and give a brief summary of its core message(s).
- Compare and contrast similarities and differences in distribution strategies for online versus brick and mortar businesses. Use examples from a company you admire or your own work life examples to illustrate your points.
- Recommend distribution strategy(ies) for the company (sports apparel company in scenario) and what reasoning led you to conclude this was the best solution.
Cite a minimum of two peer-reviewed sources with one being the article from the University Library.
Format your paper consistent with APA guidelines. Be sure to inlcude section headers.
Explanation & Answer
Running head: DISTRIBUTION CHANNEL ARTICLE REVIEW
Distribution Channel Article Review
DISTRIBUTION CHANNEL ARTICLE REVIEW
A distribution channel that is well planned will be a key component of the marketing mix
of any company which helps to meet its goals. Companies can choose various distribution channels
depending on the nature of their products as well as the size of their markets. Another consideration
is also the geographical size of the market such that some commodities will have extensive chains
of distribution while in others the producer may sell the products directly to the customers
(Herhausen et al., 2015). This study will put emphasis on the roles of the roles of the channels of
distributions in meeting consumers’ needs in both the brick and mortar and online retail settings.
Distribution Channels and Importance in the Marketing Mix
Distribution channels are the path or the route through which goods and services travel
from the producer to the consumers. A distribution channel helps to cut down costs especially
transports and marketing and maximize the sales revenue by reaching a wider market than an
individual producer can reach. A distribution channel helps to determine where and when the
products will be made available to the actual consumers since it established from the customers’
needs. A distribution channel helps to reduce fluctuations in the production since it is usually an
established and long-term commitment which enhances effective distribution of commodities to
Differences between Direct and Indirect Distributi...