Reference no: EM133210805

Question: You can look at this component from two different perspectives. The first perspective is: Which retailers will you use to sell your product? The second perspective and probably more important perspective is: From where will your customer shop for and buy your product?

While initially, you may think the answer is the same, this is not always true. It is very important to make sure that you correctly answer the second question and then make sure that your product is available to the customer through those retail outlets. Because, if the product is not where the customer wants to buy then your product sales will not reach their maximum potential. Much time and effort go into this step of the process and you and I take it for granted.

For your project, you are to focus on the final stage of the Marketing Channel-how you are going to get the product to the customer. Your marketing channel component choice and support for those choices will be the identification of the type of retail establishment you will implement in your distribution plan. You do not have to worry about wholesalers and you are taking on the role of the manufacturer. In your decision process, you must identify at least one brick and mortar member of the distribution channel and one digital/e-commerce component.

As a part of this component, you will also develop the merchandising approach for your product. For the brick and mortar component you will need to develop the in-store display (provide a drawing), signage, and any other materials you will use to promote and sell the product. For the e-commerce component, you will need to design the web page or other digital component, which will be implemented for your product.

With each decision, you will need to provide a discussion of why you are using this approach for your marketing channel and how this aligns with the other components of your Marketing Mix Strategy and your primary target market.