Distribution Strategy
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Distribution Strategy
Distribution Strategy
The distribution strategy of Tri-energy will comprise of various aspects that are in line with those of other marketing-related tactics. This includes the promotion, marketing, and sales strategies (Paley, 2007). As part of the benefits associated with the planned distribution mechanism, aligning all these strategies will aid in identifying the market trends in a particular segment and utilizing the acquired information suitably. The company will adopt indirect distribution channels as a way of increasing the chain of participants and controlling a larger portion of the market segments through a wide customer base (Chopra & Meindl, 2001). These indirect distribution channels will involve identifying major wholesalers in different zones within the existing market segments. Supplying a substantial amount of products to these wholesalers on a regular basis will aid in reaching numerous retailers who are the immediate link people to the customers in this distribution chain.
In line with this proposed tactic of using indirect distribution channels, the company will adopt the intensive form of distribution (United States, 2010). This will include selling Tri-energy through numerous outlets within the existing market segments. This will be useful in ensuring that the existing and potential clients encounter this product in almost all zones of their neighborhood. Since this is a low-priced good, intensive distribution will aid in increasing the sales significantly as well as the resultant returns. In order to achieve this objective, the company’s sales representative will be assigned to specific zones within the various market segments. This depends on the previously identified wholesalers. They will distribute the products to wholesales depending on the demand in the area (Käuferle, 2012). The trucks used to conduct these activities will traverse the regions on a weekly basis.
Integrated Marketing Communication
This company acknowledges the essence of integrated marketing communication tactics in strengthening the existing relationships between its various business stakeholders in different levels of operations. In order to attain the embedded short and long-term objectives, the relevant authorities will engage in comprehensive advertisement activities (Pike, 2008). Some of the avenues that will be utilized in conducting effective advertising include the mass and social media. Such platforms will be useful in strengthening the product brand, an aspect that is vital in increasing the market share and returns of a firm in addition to this tactic, the management has proposed several mechanisms that will aid in achieving the preset goals regarding sales promotion (Percy, 2008). One such tactic involves the use of promotion vouchers and discounts. This will be useful in strengthening the relationship between the company and other stakeholders such as the wholesalers, retailers, and consumers.
The element of direct marketing is also a viable idea proposed by the management of this company as a way of increasing the sales of the product and enhancing the links between different stakeholders (Bothma, 2003). Coupling these marketing strategies with those involving the distribution activities will be useful in terms of cost efficiency and attainment of satisfactory results. For this reason, the company’s sales representative will be involved in the implementation of these strategies regarding direct marketing. In addition, the management of this company understands the importance of public relations in the attainment of the set objectives. For example, in order to strengthen the relationship between the firm and other stakeholders such as the wholesalers, retailers, and customers, the firm has established a comprehensive platform upon which all these parties can forward their complains or questions regarding the product or the related activities (Blakeman, 2007).
References:
Blakeman, R. (2007). Integrated marketing communication: Creative strategy from idea to implementation. Lanham, Md: Rowman & Littlefield Publishers.
Bothma, N. (2003). Integrated marketing communication. Claremont, South Africa: New Africa Books.
Chopra, S., & Meindl, P. (2001). Supply chain management: Strategy, planning, and operation. Upper Saddle River, N.J: Prentice Hall.
Käuferle, M. (2012). Effective multichannel distribution strategy: [kumulative Dissertation].
Paley, N. (2007). The marketing strategy desktop guide. London: Thorogood.
Percy, L. (2008). Strategic integrated marketing communication: Theory and practice. Amsterdam: Butterworth-Heinemann.
Pike, S. (2008). Destination marketing: An integrated marketing communication approach. Amsterdam: Butterworth-Heinemann.
United States. (2010). Distribution operations. Washington, D.C.: Joint Chiefs of Staff.