Abstract This paper reviews and assesses channel strategies at Hewlett-Packard as the company attempts to move into direct distribution. It looks at the four Ps of marketing and the management of place strategies at the company.
Tags: Place, Product, Price, Promotion, Channels, of, Distribution
Abstract This paper describes Scottish Newcastle (SN), an Edinburgh Scotland-based brewer, with international distribution. The author points out the company's desire to expand its distribution to travel venues. The paper suggest channels of distribution to support this strategy.
From the Paper "The purpose of this research is to examine an account of channels of distribution for the products of Scottish Newcastle (SN), an Edinburgh Scotland-based brewer, that has international scope. The company, which is traded publicly and is listed on the London Stock Exchange, reportedly is in the top ... by sales volume in the world. That information is in the background of a trade-publication article describing SN's deliberate expansion of marketing efforts to widen its channels of distribution in major travel venues in particular with ..."
Abstract The paper discusses shopping online and explains that the method of communication for exchange has become simpler through the fastest method of exchange presently available - electronic communication.
The paper relates that the nature of the economy is changing and in the new situation it is becoming important for companies who want to be leaders in the economy to master multi-channel marketing.The paper discusses the structure, advantages and disadvantages of multi-channel marketing. The paper concludes that online shopping has fared better than conventional shopping even in a conservative market like England. Thus there is potential in electronic marketing when it is used as a part of multi-channel marketing and used in a manner to protect the organization's profitability.
Contents:
Executive Summary
Introduction
Structure of the Electronic Marketing Channel:
Advantages of Electronic Marketing Channel Disadvantages of Electronic Marketing Channel The Combination of Online and Retail Shopping - the Multi-Channel Marketing Environment
The Future of Online Shopping
Conclusion and Recommendation
From the Paper "With the advent of modern computers, electronic marketing has gained tremendous advantage which is being boosted further through the facility of the Internet now spreading out to be within the common man's grasp. Like all other media, the average man also views the computer, combined with the Internet as a medium through which he can gain a lot of information, and this attitude has come through the general use that the computer is put to, especially electronic mail. At the same time, there have been efforts to sell items to the average man through the computer since it is relatively easy and inexpensive to use as a medium."
Abstract This paper explains that the petite Channel Island fox, urocyon littoralis, endemic to the California Channel Islands, has become near extinction because of the invasion of non-native species, misguided conservation efforts and rampant canine distemper disease. The author points out that, in an effort to save the San Clemente Loggerhead Shrike, lanius ludovicianus mearnsi, one of the most endangered birds in the world, which is a prey of the Channel Island fox, careless conservation efforts reduced the San Clemente (one of the Channel Islands) fox so rapidly that its population then became endangered. The paper stresses that conservation is more complex than looking at a primary cause alone: For the Channel Island Fox, this means trapping and relocating golden eagles, reintroducing bald eagles, removing feral pigs, replacing exotic grasslands for native ones, and above all, monitoring the foxes. The paper is attractive with many photographs and captions.
Table of Contents:
Scorch and Sizzle
Plagued by an Epidemic
The Hitch with the Shrike
The Flying Catastrophe
Taking a Wider Glance
From the Paper "The good news is that predator control is starting to work. Since 2004, there have been no golden eagles on the islands of San Miguel and Santa Cruz. San Miguel Island has also released ten island foxes from their captive breeding program to begin to repopulate the subspecies. In addition, all three islands now have a total of 25 resident bald eagles that have been relocated there in order to bring this native species back. The bald eagles kept the golden eagles away once before, so they may be able to do it again."
Abstract The paper addresses the marketing channels utilized by franchising and analyzes which methods have been proven to be more successful than others. The paper also discusses the importance of marketing channels as related to the franchise business and concludes with a brief summary of the issues.
Outline:
Introduction
Brief Franchise Overview
Franchise Channels: Research Objectives
Marketing Standards
Franchisee Marketing Content Requirements
Antitrust Laws in Marketing Channels Comparative Advertising
International Franchising Channels Conclusion
From the Paper "For the majority of companies, there are two types of franchise methods; business format franchising and product and trade name franchising. Business format franchising provides the franchisee with the use of trademarks and logos, as well as a complete system of doing business (whichFranchise.com, 2007). In this case, the franchisor will assist the franchisee with site selection, interior layout and design, hiring and training, advertising and marketing and product supply. The franchisee pays an initial franchise fee and continues to pay royalties that pay for the research, development and support costs of the franchisor. In business format franchising, the franchise sells goods or services meeting the franchisor's standards under the franchisor's trademark or advertising (whichFranchise.com, 2007)."
Abstract This paper explains the eight step marketing channel flow design and applies this model to mass merchandiser Tesco Lotus and retail banker Bangkok Bank. The paper points out that Tesco Lotus relies on their series of supply chain management (SCM), logistics, order management, and pricing enterprise-wide computer systems to synchronize each of the eight flows; whereas, for Bangkok Bank, their eight flows of marketing channels are all direct as they own the entire distribution channel. The paper concludes that, while Bangkok Bank and Tesco Lotus are from significantly different industries, they share several common characteristics with regard to how they manage the eight flows of their marketing channels. The paper includes three figures.
Table of Contents:
Introduction
Discussion
Conclusion
From the Paper "Tesco Lotus must also strive to make each of the eight marketing channel flows as efficient as possible yet cannot be so focused on performance they lose sight of customer service and satisfaction. One of the key performance indicators (KPIs) that Tesco Lotus relies on to see how their business is performing is Inventory Turns. This measure how often their inventory is replaced every year, and it is common for mass merchandisers the size of Wal-Mart or Tesco to average between six and eight per year."
Tags: direct suppliers replenishment technology, customer churn
Abstract This paper is a case study of HBO, showing the development of a new business model for television. The model for HBO is different. The viewer pays for cable television directly, removing the influence of advertisers. Pay channels like HBO have a double link to viewers, for the viewers pay first for cable then pay for access to HBO. Pay channels of this sort often feature movies as their primary product source, as does HBO; and because cable is not broadcast the rules imposed by the FCC do not apply.
From the Paper "The HBO case shows the development of a new business model for television. The business model for television first developed for network radio. At that time, the programs on network radio were sponsored and were often owned by the sponsors, with some programming owned and produced by the network itself. This model was shifted to the new medium of television and then changed over time as the importance of individual sponsors diminished and the business was altered so that the networks owned the programs and advertisers paid for time to present their messages. That is the basic model that continues to this day, with the networks making an agreement to deliver certain numbers of viewers and with advertisers paying for the time to show their messages. The viewer is thus the real product for the networks, though this idea has also evolved into the belief that some viewers are more valuable than others so that a certain..."
Abstract This paper is a case study involving the introduction of a new channel of business to Gripping Stuff Entertainment. The case study introduces online distribution of the product while maintaining the loyalty of the existing customer base and then increasing its size through implementation of a loyalty scheme.
Table of Contents:
Project Overview
Management Summary
Introduction
Migration Issues
Encouraging Customers to Utilise Internet Rentals Over Traditional Rentals From a Physical Store
Increase Existing Customer Loyalty to the GSE Brand Despite the Changing Channel of Distribution
Grow the Core of the Business by Increasing Market Penetration/Customer Base
Costs and Delivery Time-Frame
Periodic Updates for Senior Management and Other Stakeholders
Conclusion
Appendix A
From the Paper "Gripping Stuff Entertainment (GSE) is an entertainment service provider specialising in movie rentals. Traditionally distribution of videos and DVDs was accomplished via the GSE stores from which they were rented. Senior management has recently decided to migrate from the traditional distribution system to an online version in order to reduce costs resulting from physical storefront rentals and maintenance and also in order expand the customer base. A very real risk is that existing customers will be drawn over to competing home entertainment providers while GSE implements this migration. In order to mitigate this risk and also to increase general customer loyalty to the GSE brand, a loyalty programme will be launched and integrated with the new internet distribution channel. Offering loyalty incentives to those customers who choose to utilise the internet mode of distribution will increase internet sales penetration of the market while increasing overall loyalty to GSE."
Abstract This paper discusses the migration project which involves the introduction of a new channel of business to PC Technical Services, a home computing technical support service. The paper discusses the migration issues, as well as analyzes the outcome of the migration from the point of view of the business and the customer.
Table of Contents:
Project Overview
Management Summary
Introduction
Migration Issues
Technical Specifications
Effect of Migration on Traditional Support Service Channels and Possible Customer Alienation
Customer Education
Costs and Delivery Time-frame
Periodic Updates for Senior Management and Other Stakeholders
Conclusion
Appendix A
From the Paper "PC Technical Services (PTS) provides technical support to customers requiring assistance with their home PCs. This support extends broadly to hardware configuration, software installation and maintenance and connection to the internet. Service is currently provided through a network of trained computer technicians operating from six offices around Australia. Presently, channels of trade include face to face service which involves sending a technician to the customer's residence in order to provide solutions to technical issues and telephone-based support from PTS's Customer Service Call Centre."
Abstract The purpose of this paper is to examine a single day's exposure to media and news, to determine if the information contained in a particular story has been disseminated and how it has been disseminated to others. The paper discusses the story itself, theories on media, and the dissemination of information. It concludes that subjective opinions and a lack of common guidelines for disseminating information prevent most people from becoming involved in the vast majority of news stories.
Abstract In this article, the writer considers the advantages and disadvantages for toy manufacturers to sell products to Wal-Mart. The writer first looks at marketing channels, channels of distribution and physical distribution. The writer explains that channels of distribution consist of one of four types of distribution systems that take a finished product to the consumer. The writer maintains that in one instance, if toy companies sell to Wal-Mart and use a retailer channel, they are allowing more people to see their product due to the great number of consumers Wal-Mart attracts. On the other hand, the writer points out that if a product sells well, the direct channel may work better because companies do not require a retailer due to the demand for their good, which means the company can go direct to the consumer. The writer concludes that the retail channel allows the manufacturers to utilize the Internet to set up a direct channel once product recognition is established, thereby increasing the number of items sold and thus the profits the company makes.
From the Paper "With the advent of the Information Age, the Internet and Internet business are becoming the norm and there are an unlimited number of online vendors. The direct distribution channel allows consumers to purchase direct and the Internet provides the medium for a variety of these channels. Toy manufacturers can take advantage of this and set up websites and through a physical distribution channel such as FedEx, they can guarantee that their products are sold. In order to sell product this way, there needs to be some brand recognition. This is where retail channels help and increase recognition of a product through showcasing. The traffic that sees product at Wal-Mart is much higher than that of a company's individual website and therefore the product gets more brand recognition. This creates more recognition of the manufacturer and is therefore retail channels are needed."
Abstract In this article, the writer notes that an effective brand strategy depends upon three components: customer relationship management, multi-channel customer management and multi-channel shopping. The writer discusses that in formulating an effective brand strategy, the management must ensure that the three components are being addressed. The writer also discusses that the strategies developed for customer relationship management, multi-channel customer management and multi-channel shopping must be integrated and this objective is met through integrated marketing communications. The writer concludes that because the different departments in an organization coordinate their marketing efforts, the duplication of efforts is eliminated and this strengthens the entire marketing program for developing strong brand equity.
Outline:
Abstract
Introduction
Literature Review
Conclusion
References
From the Paper "The current business environment is characterized by a considerable level of competitive rivalry and as a result businesses have to constantly reengineer their internal operations in order to build and maintain a competitive advantage. In this respect, a business organization has three strategies at its disposal: differentiation, cost minimization and focus. However the effectiveness of these strategies depends on effective communications between the internal stakeholders and the external stakeholders. The internal stakeholders refer to the employees and the top management while the external stakeholders are the channel members such as the customers, the distribution intermediaries and the suppliers. The top management in a business organization has to coordinate between the different stakeholder groups in order to maximize operational efficiency. This is particularly relevant in the case of international business which is characterized by differing customer tastes and preferences across political boundaries. As a result, integrated marketing communications are the critical success factors in building and maintaining a competitive advantage."
A discussion on the migration of distribution system from traditional channels of distribution (special agents) to internet-based service for Windowsill Protectors.
Abstract This paper is a case study of a migration project involving the introduction of a new channel of business to Home Accessories International, a provider of accessories to the home. The paper specifically focuses on a windowsill protector product line. The new channel is online distribution of this product (e-tailing).
Table of Contents:
Project Overview
Management Summary
Introduction
Migration Issues
Impact of E-tailing on Relationship with Existing Network of Specialised Distributors
Maintaining Existing Customer Loyalty to the HAI Brand Despite the Changing Channel of Distribution
Researching Legal Issues of Internet Based Distribution in an International Setting
Costs and Delivery Time-frame
Periodic Updates for Senior Management and Other Stakeholders
Conclusion
Appendix A
From the Paper "Home Accessories International (HAI) is a provider of various accessories to the home. Traditionally distribution of goods has been performed via a network of specialised distributors across Australia, New Zealand and Ireland. Senior management has recently decided to migrate an existing product line, windowsill protectors, to an online distribution system (e-tailing) in order to reduce the costs involved in relying on agents to market the goods to retail customers. This will be a test case which will be closely observed by other divisions of HAI. If successful, implementation will be extended throughout the company. E-tailing is unlikely to attract new customers in the first instance and this is not the aim of the project. Management will be satisfied to maintain the existing customer base during the first year of online operation."
Tags: accessories, commerce, distribution, e, implementation, legislation, product, quality, tailing
Abstract This paper examines the growth of the Internet, which has been the most astonishing technological phenomenon of the last decade of the twentieth century. The author argues that Internet is a very powerful weapon for every company that wants to survive in today's market. The author examines how the Internet, which was conceived primarily as an information exchange mechanism, is now being used as a kind of ?electronic marketing channel?, on which consumers and organizations can ?go shopping." It's impact on the economy has been significant and has led to the reshaping of many companies marketing strategy.
From the Paper "Apart from the market penetration, Internet also contributes to the market development. In this case the Internet is used to sell into new markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customers? country. Internet can also used in a more innovative way, by delivering new products or services, such as market reports, which can be purchased using electronic commerce. Finally, Internet can be used to achieve diversification. In this case, new products are developed, which are sold into new markets. The benefits of an Internet presence can also be summarized using the ?6Cs? of Bocig et al. (1999): Cost Reduction, Capability, Competitive Advantage, Communication Improvement, Control, Customer Service Improvement."
Abstract This paper explains that L.L. Bean experienced a slight decline in growth because of increasing competition and other market forces, which requires more research about the existing business to decide the proper strategies. The author points out that L.L. Bean's emphasis on customer service sets it apart from some other catalog companies and helps in its marketing. The paper stresses that inventory management is a key issue that must be addressed because goods now are shipped ready for the direct channel and not for the retail channel; therefore, a dual flow system in which the goods are sent ready-for-sale to retail centers would eliminate time and costs for a considerable savings of about $.95 a unit.
Table of Contents
The Problem
L.L. Bean Overview
Background
Retail Clothing Industry - Overview
L.L. Bean's Strategies
Case Situation
Alternatives
Evaluation
Implementation
From the Paper "L.L. Bean dedicated to the sale of outdoor wear, clothing for hunters, campers, and those who want to commune with the great outdoors. The company is known for is outerwear, sportswear, house wares, footwear, camping and hiking gear, fishing gear, and the Maine hunting shoe that served as the company's first big success. The company sells through retail outlets and has five retail and sixteen factory outlets in the United States, as well as nine additional stores in Japan. The main means of selling, however, is through its more than 200 million catalogs sent out each year. The company also has an online presence in both English and Japanese, bringing the catalog into the computer age for the company founded in 1912."
Tags: bauer, growth, recession, inventory, service
