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Homework answers / question archive / A)Imagine yourself as a marketing consultant and consider a time when you wanted to buy a certain product but could not find it
A)Imagine yourself as a marketing consultant and consider a time when you wanted to buy a certain product but could not find it. In other words, the product has limited availability.
B. What was your reaction? Why?
C. How did the lack of availability affect your perception of the company and of the product? Did it make you want it more or did it make you frustrated so that you lost interest?
D. As a marketing consultant, speculate on the supply chain and distribution channel strategy that the company was trying to achieve.
E. Now consider a product that is widely available.
F. What is your perception of the product and the company?
G. How is your perception influenced by the ubiquity of the product?
H. Speculate on the distribution strategy and goals for the company.
I. Evaluate the distribution channels of these two products that you just considered in the previous two instructions:
J. As a marketing consultant, compare and contrast the distribution channels of these two products.
K. How did the availability of the products influence your thoughts and attitude toward the product and the company?
L. Speculate as to whether the companies' distribution strategies have proved effective and served them well.
M. What are your suggestions to improve the distribution strategies of the above two products?
A) Baby Diapers from a Local Baby Brand , size 2 was not available
B) Disappointed as only the particular size I wanted was not available in stores for over 2 months.
C) It made me frustrated and resulted me having to switch brands.
D) Distribution Channel that the firm was trying to achieve:
Manufacturer to Wholesaler to Retailer to Customer
E) Toothpaste brand that I use is widely available
F) Perception of the product and company would definitely be better.
G) My perception is greatly affected by the ubiquity of the product as opposed to the first one. This is because as a customer, I want my needs and wants satisfied at the most easily accessible place (efficient distribution channel would do this).
H) The distribution strategy is in line with the goals of the company because the product is widely available in places where the target customers would shop creating the right balance of P for Place in the Marketing Mix.
I) The second product has a better distribution channel as opposed to the first. This is because the goods reach the retail stores in time before they run out of stock. In the previous example, the goods took a long time to reach and many retail stores went out of stock.
J) Although both the products follow the same distribution channel, the second one has clearly been able to manage it effectively. This is because in the first one, the product stocks had dropped so much that it wasn't available anywhere.
K) As a consumer, a person would not want to travel to too many places in search of a product. The wide availability of the second product has always made me have a positive attitude and an assurance that the product will be available to buy whenever I need it.
L) In the case of the first one, no it has not proved to be effective and served well. But the second one has been definitely successful as the product availability has resulted in positive attitude of the customers.
M) For the first one, it is better if the organisation implements an automatic stock alert system so that they can deliver stocks to retailers before they run out of stock. For the second, a packaging with less cardboard wastage would be ideal, because then more toothpaste can be transported due to less space occupied by packaging.