Marketing
Plan
You will
continue your comprehensive marketing plan researching theSAMEcompany that you researched in
previous units. 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.
Should be
aminimum 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
(consider using Place and Competitive Advantage in Place).
