Week 10 Hybrid Assignment (3%)

Channels & Retail Strategy

Chapters 11 and 12

MKT1100 S300

Student name

Student number

Institution

Due date

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 Answers

1. In the consumer market, describe the marketing channels you would use (i.e.,

Direct, Retailer, Wholesaler, Agent/Broker). Provide a rationale for your selection.

The company will use its whole supply chain to carry out the worldwide distribution of

the product. If they do not, it will be a case of inefficient use of the company's resources

(Pant and Ramachandran, 2017). As a result of the fact that the psychographic sector that

the business is targeting is widely present all over the globe, the company needs to

expand to satisfy the demand. As a result, this particular supply chain will use all three

levels of distributors, wholesalers, and retailers. If Unilever ensures that its products are

distributed all over the globe, the company can be confident that the total number of

goods sold will increase significantly (Bessière et al., 2019). Timely delivery of the

product to the customer may be ensured by enhancing the performance of the distribution

networks.

2. Identify retailing and non-store retailing strategies for the product/service you are

developing. Provide a rationale for your selections.

The company will use direct selling, online retailing, and distance selling in its retailing

and non-store retailing strategies. Direct selling will be sufficient because most of the ice

cream buyers are the final buyers who visit the selling outlets for purchase for leisure

purposes (Bali and Singh, 2015). On the other hand, online retailing will be suitable for

those customers who wish to have the products delivered to their doorsteps and in high

quantity for occasions such as parties or other celebrations. Lastly, distance selling will

suit the company's global strategy; here, agents and stores will distribute ice creams to

geographically challenged customers (Bessière et al., 2019).

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3. The layout in the chart forms the channel structure used by your target company.

Manufacturer

Distributors

Wholesalers

Retailers

Consumers

4. Identify the direct and indirect channels and note how the role of the channel

member will change.

There will be no direct channel for this matter because there are market intermediaries

such as distributors, wholesalers, and retailers in the market before the ice cream reaches

the consumers. The company can not directly sell to the consumers because it would take

a substantial quantity (10 tonnes) to release from the company stores (Pant and

Ramachandran, 2017). The consumers can not afford this quantity. Therefore, the indirect

channel will involve distributors, wholesalers, and retailers who will have the following

roles:

 The distributors will be responsible for supplying the products to wholesalers. The

distributors will also act as a communication channel between the market and the

company. They will be advertising agents as well.

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 The wholesalers will mainly break bulk and repackage the ice cream products

ready for sale to retailers (Bali and Singh, 2015). The wholesalers will also act as

means of communication. The wholesaler may also sell to the consumers at their

convenience.

 The retailers will be responsible for further breaking bulk and selling to the

consumers. They will also pass information from the wholesalers to the retailers

and vice versa.

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 References

Bali, A. and Singh, S.N. (2015). A Review on the Strategies and Techniques of Image

Segmentation. 2015 Fifth International Conference on Advanced Computing &

Communication Technologies.

Bessière, D., Charnley, F., Tiwari, A. and Moreno, M.A. (2019). A vision of re-distributed

manufacturing for the UK’s consumer goods industry. Production Planning & Control,

[online] 30(7), pp.555–567. Available at:

http://eprints.whiterose.ac.uk/148547/3/PPC_SpecialIssueRdM_Final_Review_Finalwith

corrections.pdf.

Pant, A. and Ramachandran, J. (2017). Navigating identity duality in multinational subsidiaries:

A paradox lens on identity claims at Hindustan Unilever 1959–2015. Journal of

International Business Studies, 48(6), pp.664–692.