Is this a short or long distribution channel? Explain your answer in one sentence. (2pts.)
1) Intensity type: If “exclusive,” also note the geographic dispersion intensity below.(2pts. including dispersion/saturation below, as necessary)
Geographic dispersion / saturation: Note “narrow” or “limited” (meaning there are few per territory and/or fewer territories) or “widespread” (meaning there are several or many per territory and/or very many territories) in relative terms. Consider how many dealerships your brand has in the US versus the competitors and/or other brands.
2) Define this type of distribution intensity (either exclusive, selective, or intensive, as you named in (1.) above). Address specific details of how the distribution intensity (and dispersion) illustrates your responses above. Note the number of dealerships (distribution channels) versus the competitors and/or other brands’ dealerships in general in your response.(4pts.)
1) Market – (1pt. each, 5pts. total)
Customer type (B2C or B2B):
Geographic dispersion of buyers(widespread or concentrated):
Relative frequency of purchase per buyer(frequent or infrequent):
Typical order size(small or large):
Based on these market factors above, are intermediaries indicated (or not) to assist with distribution of the product? Intermediaries are (or, are not) indicated because of the following factors above . . .
2) Product – (1pt. each, 5pts. total)
Complexity(simple or complex products):
Use of trade-ins(TI’s used or not used):
Price (expensive relative to most regular consumer purchases or relatively inexpensive purchase):
Delicate or difficult nature of delivery and/or perishable – from mfr. to buyer (easy to safely deliver in perfect condition from mfr. to buyer or difficult for mfr. to safely box/ship to buyers):
Based on these product factors above, are intermediaries indicated (or not) to assist with distribution of the product? Intermediaries are (or, are not) indicated because of the following factors above . . .
3)Organizational / Competitive – (1pt. each, 4pts. total)
Mfr. capabilities to control distribution (mfr. has capacity to control distribution or it does not):
Desire for control of distribution / exclusivity (mfr. desires control and/or exclusivity of distribution or it does not):
Ability to direct or control marketing(mfr. has funds available to control marketing or it does not):
Based on these organizational / competitive factors above, are intermediaries indicated (or not) to assist with distribution of the product? Intermediaries are (or, are not) indicated because of the following factors above .
1) Your assessment of the distribution length/type (short or long) from your diagram in part 3A, and
2) The intensity (from 3B), and
3) The relevant factors affecting distribution in part C above, and,
4) Each of the 3 overall marketing objectives – TM expectations, competitive factors & desiredpositioning.