Order Marketing Channel Strategy Assignment
This project is designed to (a) enhance your understanding of various marketing factors and their performance impact on marketing alliances, (b) provide you with an opportunity to evaluate a company’s supply chain management and make recommendations on how to improve the company’s marketing channel strategy, and (c) provide you with hands-on experience of doing marketing research and formulating marketing plans for real-world companies involved in B2B relationships.
Overview of the Assignment
Marketing alliances perform important functions in the B2B marketplace. These alliances are formed primarily for the
partner firms to collaborate on the marketing functions, such as new product development, advertising, distribution of
products, and market expansion. From online sources, news, magazines, library databases, etc., identify an existing
marketing alliance (hint: choose the alliance based on information availability and your team’s interest).
Perform the following in your analysis (at a minimum):
1. Provide the brief background information of (a) the industry where the alliance operates and (b) the partner
2. Research the marketing channel of one of the alliance partners. Describe the current state of the company’s
marketing channel—its structure, members, allocation of channel functions and flows, ability to meet target
customers’ demand for service outputs, channel design, and channel conflicts. Evaluate the efficiency and
effectiveness of the company’s supply chain management. Make recommendations on how to improve the
company’s marketing channel strategy.
3. Evaluate whether the alliance is doing well or not. Your evaluation could be based on information from many
sources. For example, a company’s website may report that its managers are satisfied or disappointed with a
marketing alliance. Another example could be that a magazine or a website points out that a marketing alliance
is a success or failure. Or, you found that the consumers of the alliance are satisfied or dissatisfied with the
value they receive. Further, you may be able to identify financial performance information of the alliance or
both partner firms (you need to think carefully about how to link the financial performance change of partners to the alliance performance). These are a few examples that could help you justify your evaluation of the alliance performance. Next, provide the alliance mission.
4. Analyze the factors of the partner firms and/or the alliance that positively or negatively influence the
performance of the marketing alliance. In particular, you should focus on the analysis of marketing factors
(e.g., company strengths and weaknesses, customers, key account management, competitors, products, pricing,
promotion, distribution, and a variety of environmental factors) that you feel are important in explaining the
performance of the alliance.
5. Research and report the advantages (benefits) or disadvantages that this alliance brings to each partner firm.
6. For the partner firms, perform marketing forecasts to determine the quantifiable and realistic marketing
objectives in the next five to ten years that they can expect to achieve through this alliance. The marketing
objectives could be sales, profit, or market-share goals. Feel free to include additional marketing objectives if
you think they are appropriate for the partners. You do not need to cover all the previously mentioned
objectives if no data are available. Formulate marketing strategies for the partner firms that would enable them
to gain more benefit from the alliance. Apply digital marketing techniques (online, social media, and mobile)
along with traditional methods. Clearly outline your assumptions and thought process
You are expected to submit a clear, concise, and persuasive report. This assignment must be professionally
done, typed single-spaced in 12-point font and should not exceed 10 pages of text, plus up to 4 additional
pages of supporting materials (appendices, figures, tables, etc.). Include a cover page with every team
member’s name and email address. Also, include a reference section at the end of your report. The page limit
does not include the cover page, table of contents, reference, or appendices/figures/tables.
(3) Team Project Presentations: At the 7th class each team will present the outcomes of the project, including but
not limited to: the marketing research you conducted and findings you obtained, the marketing strategies you
formulated and recommendations you made, and how you would advise the partner firms to implement your
recommendations. Teams should allow time for Q&As. Every member of your team needs to present. I will
grade the project presentations by the same criteria used to evaluate team case presentations.
The following word doc is the proposal we made. Including the companies we about to discuss.