Marketing: Place Distribution Strategy Essay

Question:

Discuss about the Marketing for Place Distribution Strategy.

Answer:

Channels of Distribution

Direct or Indirect Distribution

To distribute the product to the customers, the company will choose both direct distribution as well as indirect distribution. Choosing both the method will help the company to gain more business from the market (Rosenbloom 2012).

Market Coverage

Selective distribution will best way to reach put to the customers. To buy virtual reality games, the individual will prefer to a specialty shop rather than a shop where other products will be available (Mols 2013). In the specialty shop, the shopkeepers are well-acquainted with the gadgets and its functions (Mallen 2013). In addition to this, they have information about the service centers if necessary at the later stage.

Channel of Distribution

The company will choose two types of channels to distribute their products. They will deliver the product direct to the customers from the producer and the second way is from the producer to the retailer to the customers. In this way, the company will be able to gain more business (De Mooij 2013). However, to deliver the product to the customers from the producer they have to make use of the online shopping site. As the product mainly deals with electronic gadget, people might prefer to going down to the shops to know about the product (Boone and Kurtz 2013).

Physical Distribution of Goods

Warehousing

Sony will have their own warehouse where they wills tore their products. The company will be able to customers their warehouse as per their requirements and the products will be safe if they are kept in a warehouse that has been custom made for them (Turnbull and Valla 2013).

Distribution centre will be necessary as the product will be new in the market. They need to store the products before dispatching them to the respective retailer (Rosenbloom 2012). However, if any place does not have the warehouse owned by Sony then cross-docking will be helpful (Mols 2013). As per the requirements from the customers, they will send the products.

Transportation

Transportation of the products with the help of flights will be best suited for Sony. The main reason for selecting the air route is to reach to the customers faster (Mallen 2013).

Technology

As the company has planned to distribute to the products from the producers to the customers, hence, internet marketing and selling will be helpful for Sony (Boone and Kurtz 2013). They can sell through the online shopping sites and mainly those sites that specialize in selling electronic gadgets or other gaming items (De Mooij 2013).

Intermediaries

Location and Positioning

The locations of the retailers will be the regional shopping centers like the malls where the footfall of the customers will be more. Being located in the malls, the retailers will be able to attract the customers. Even if any customers do not have any plan to buy the product can give a visit to the shop to check out the products (Turnbull and Valla 2013).

The retailer will be technology focuses. The customers will be able to trust a retailers if the place is famous for the technology. In this way, the customers will be assured that they are getting the proper product

Types of Retailer

Specialty retailers will be appropriate so that the customers will get help related to the usage of the products if required (Rosenbloom 2012).

Online websites like E-bay and Amazon will be helpful as they are known for technological products. To deliver the products from the producers to the customers, online sites will be best suited way (Mols 2013).

References

Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning.

De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Mallen, B., 2013. Marketing channels and economic development: a literature overview. International Journal of Physical Distribution & Logistics Management.

Mols, N.P., 2013. The Internet and the banks’ strategic distribution channel decisions. International Journal of Bank Marketing.

Rosenbloom, B., 2012. Marketing channels. Cengage Learning.

Turnbull, P.W. and Valla, J.P. eds., 2013. Strategies for international industrial marketing. Routledge.

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