Assume that you are the newly hired distribution manager for
Burberry and that the VP of Marketing wants you to prepare a report on how the
designer’s/bran’s product/good is currently marketed and to begin to think
about what changes, if any, you might want to see made in the distribution of
that designer’s/brand’s products/goods.
Does the distribution of the designer’s/brand’s products/goods
make the designer’s/brand’s products different from its competitors?
Defend your position.
In terms of product/good marketing, how would you change the
distribution of the product? Would you keep the level of distribution the same,
make it more intense, or make it less intense?
Defend your position.
The Situation
You have to learn the distribution channels your
designer/brand currently uses and recommend changes in that mix.
You also have to decide if you offer your designer’s/brand’s
products/goods in additional outlets if you want to have those outlets carry
the current brand or a new brand by that designer. For example, consider the
stores selling Ralph Lauren versus Champs, Liz Clairborne versus Liz, Dolce
& Gabbana versus D&G, Calvin Klein versus CK, Carolina Herrera versus
CH, Donna Karan versus DKNY, Vera Wang (different lines sold in different
stores), Massimo (different lines sold in different stores) and Martha Stewart
(different lines sold in different stores e.g Kmar versus Macy’s). Does the
name of the brand vary between types of stores or does the same brand appear in
different types of stores: eg. designer/brand owned stores, high-end department
stores, discount department stores, versus mass merchandisers? Are JC Penny’s
customers different from Neiman Marcus’ customers?
In preparing your CASE3, ensure that you demonstrate your learning
of the marketing concepts and frameworks for analysis outlined in the modular
learning objectives by using and referencing the background and case material.
1. Define marketing channels and channels of distribution.
2. Explain how the channels of distribution integrate with
the firm’s marketing strategy.
3. Evaluate an organization’s channels of distribution in
terms of competitive advantage and an organization’s marketing strategy.
Note that this assignment does NOT require you to prepare a
detailed essay. Instead use section headings for each of the topics you address
in your paper followed by a discussion of that topic.
You will find instructions on how to get into databases that
will help you find information on companies and products at the following url
http://sites.google.com/site/zaydeealan0/tui-unviersity/searchingbrandproductcountryinformation.
