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Marketing Essay 论文代写:The Development Of A Market Strategy

Marketing Essay 论文代写:The Development Of A Market Strategy

在市场战略的发展中,地方战略是指一个公司如何将产品和服务的分配给消费者。这确保了公司管理的商品和服务,以他们的消费者在正确的地方,在正确的时间。PetsMart的最能提升他们的销售通过对地方的人养宠物的深入调查。有了这样一个调查,它将在这些地点设立新的商店,并增加达到更多的客户的可能性。PetsMart的也应该习惯他们的服务以满足不同地区客户的需求,这将把它们的边缘高于竞争对手提供了统一的服务。(斯台普顿,1998)

那应该看看地方战略PetsMart的另一个方面是,分布,其产品分布不应仅仅是商店。PetsMart的应该利用所分配的直接和间接的渠道。直接分销需要出售的宠物食品和宠物齿轮给客户直接在他们的商店或他们的交付给客户的家庭。间接渠道涉及的中介机构,如批发商和零售商的使用,以出售他们的产品。PetsMart的应持续评估每个信道的利用效率和效益,这对公司的营销目标是很重要的。(斯台普顿,1998)

然而,每个渠道都有其优点和缺点,PetsMart的体重应该在实施之前。直接分配将确保PetsMart的对他们的产品的控制,这在得到客户的意见和投诉是很重要的。PetsMart的就可以很容易的得到客户的需求和其他要求的信息。由于很少有官僚机构,信息流将更有效地确保实施新的决策。(乔伊斯,2001)

也有不同的分配策略,PetsMart的可以采用。它们包括:密集型分布、排他性分布和选择性分布。密集的分布可以PetsMart的想出廉价的产品,让客户购买他们的宠物的冲动。这些小而低价的商品和服务,从长远来看增加利润。可利用的独家分销,宠物人口低。

这种类型的分布来自高价位的产品,应该在竞争激烈的竞争对手那里气馁。独家经销限制产品分销到只有一个出口。另一方面的选择性分布涉及的选择的商店,战略上放置的目标可信的客户,特别是在高端住宅区。选择分销达到一个良好的地理分布和商品和服务表现出更高的回报率,因为选择的中介机构将已经很好地建立。然而,这只适用与宠物食品和齿轮,而不是太多的服务。在我看来,这将是更好地使用所有这些分布在他们的地方,有效地工作。

Marketing Essay 论文代写:The Development Of A Market Strategy

In the development of a market strategy, place strategy refers to how a company will execute the distribution of the products and services to the consumers. This ensures that the company manages to deliver the goods and services to their consumers at both the right place and at the right time. Petsmart could best enhance their sales through in-depth surveys on the places where people keep pets. With such a survey it will set up new stores at these locations and increase the likelihood of reaching more clients. PetSmart should also custom their services so as to meet the requirements of the customers from m different localities, this will place them an edge higher than competitors who offer uniform services. (Stapleton, 1998)

Another aspect of place strategy that PetSmart should look into is that of distribution, distribution of its goods should not be done solely by is stores. PetSmart should exploit doth direct and indirect channels of distribution. Direct distribution entails the sale of the pet food and pet gear to clients directly at their stores or their delivery to customers homes. Indirect channels entail the use of intermediaries such as wholesalers and retailers to sell their products. PetSmart should consistently evaluate the efficiency and effectiveness of each and every channel it uses, this is important in the meeting of the companys marketing objectives. (Stapleton,1998)

Each of the channels however, has its merits and demerits that PetSmart should weigh before implementation. Direct distribution will ensure that PetSmart have control over their product, this is important in getting the customers views and complaints. PetSmart can easily obtain information on demands and other new requirements of customers. Since there is little bureaucracy, information flow will be more efficient ensuring implementation of new decisions. (Joyce, 2001)

There are also different distribution strategies that PetSmart could adopt. They include: intensive distribution, exclusive distribution and selective distribution. Intensive distribution can be PetSmart by coming up with cheap products that make the customers purchase them impulse for their pets. These small and low priced goods and services in the long run increase profits. Exclusive distribution could be utilized where pet population is low.

This type of distribution comes with highly priced products and should be discouraged in places where competition is stiff. Exclusive distribution limits product distribution to only one outlet. Selective distribution on the other hand involves the selection of stores that are strategically placed to target credible customers especially in high end residential areas. Selective distribution attains a good geographical spread and goods and services exhibit higher return rates since the selected intermediaries would have to be already well established. This however only works with pet food and gear and not much with the service. In my opinion it would be better using all these distributions in places where each of them works effectively.

 

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