12 May WHY AND HOW DOES YOUR COMPANY USE THESE INTERMEDIARIES?
This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU 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.
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