Unit V Research
Project The company is ”
Coca Cola”
Marketing Plan
This week you will continue
your comprehensive marketing plan researching the SAME company that you
researched in previous units. Again, utilizing the
Online Library, you will research
the various elements of the marketing plan as it
relates to this company. In
Unit V you will provide a comprehensive discussion of place or distribution
strategies of your company.
Place
This section will provide a
comprehensive look at the distribution strategy of your organization. Begin
with an identification of the distribution channels
That should include the entire
path that the products travel from the “manufacturer” to the final consumer.
This might involve manufacturing plants, wholesalers, distributors, retailers
and various other intermediaries. Why and how does your company use these
intermediaries? Many companies use multiple channels
, particularly with the advent
of the internet ( which is considered a direct channel
).Another element to include
is a description of a physical facility. This might include a manufacturing
plant, bottling plant, retail location, or even a unique merchandising effort.
Competitive Advantage
Because competitive advantage
is an important goal of every company, address whether your company has a
competitive advantage WITH RESPECT TO
PLACE. The idea is to discuss
whether your company has a competitive advantage with respect to how they distribute their
products.This should discuss their distribution channel and maybe a unique
retail location (if pertinent). Again, this section should only discuss whether
your company has a competitive advantage with respect to place (product, price
and promotion are discussed in other sections). Once you have stated your
position, remember to include your rationale.
Your submission should be a
minimum of two pages in length, double-spaced with a reference page and title
page. References should include at least one additional,credible reference
beyond the textbook. All sources used must be referenced; paraphrased and
quoted material must have accompanying citations and cited per APA guidelines.
Include the use of subheadings (this week consider using Place and Competitive
Advantage in Place).
