Distribution strategies
Ideally, distribution strategies are the effective methods and approaches that firms utilize in getting their products and services to the customers or the end users. There are two popular approaches that customers use in making their products and services at the reach of their customers. Typically, the two approaches are direct distribution and indirect distribution. If a company settles to do direct distribution for their tennis balls they will need to sell the balls directly to the consumers. Alternatively the company might consider selling through agents and intermediary’s and this is what is referred to as the indirect distribution.
Having the right distribution strategies would determine the number of customers that are reached and the effectiveness of the marketing approaches. Marketing is only effective if the items, to the tennis balls purchased reach the consumer. If the tennis balls don’t reach the consumer during the specified time it means that the distribution was not undertaken effectively. besides the direct and indirect marketing there are other forms of distributions such as intensive, selective, and exclusive distributions strategies. The intensive marketing entails having a product and trying to distribute it to a cover a wide market (Armstrong, et al 2015).
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Different marketing criteria are used to cover the large market. The selective distribution is employed by the companies that have limited outlets and are targeting a specified market location. For instance, if a company is intending to distribute tennis balls in a specific city it would use this type of distribution. The exclusive distribution is employed when a company wants to distribute products to a large region with several cities and towns but assigns a single distributor to undertake that function.
The most effective distributions strategies that can be used to the tennis balls would include intensive distributions. This distribution would be done on every possible avenues including selling through market stores, promotional selling, advertising, discounted selling. Selling would be done to individuals, groups and teams and even institution (Hollensen, 2015).
What did you find challenging in completing the scenario
They are numerous challenges that are associated with intensive distribution. The information network layout is expensive to set up and maintain. Ideally intensive distribution entails a situation where a company attempts to sell its products from a small vendor to a big firm. The tennis company has shown signs that are unwilling to invest heavily on this networking layout. Additionally if the company’s brand has not been well established it may be difficult to make an effective distribution (Hollensen, 2015). Other challenges include lack of resources to help distribute the tennis ball to every customer who have interest on the tennis balls. To effectively distribute tennis ball to every potential customer, the company would need logistic and good transport resources. There would also be a need to recruit more distribution personnel or engage more agents.
How additional information factor into effective distribution strategies
Additional information on how tennis balls are bought by customers in a particular locality can be useful in the distribution process. For instance the company might need to do an analysis of the institutions or teams participating in tennis games and establish if there is a potential market for tennis ball. It would also help in avoiding additional sales and marketing costs. Filing to gather information about the locality might lead to failed marketing and distribution. There should be analysis of outlets and stores that can be used to distribute tennis balls. The additional information might also be useful in resource allocation and process like invoicing and customer service.
Recommendations of Best Distribution Strategies
For distribution to be effective it must be well planned and reached. The company should assess its target market and compare it with the available resources.
It’s recommendable that the tennis ball company works to have the best agents to help them with the distribution.
Education the end user about your company and providing insights on why they need to buy from the company would also help to drive sales.
Implementation
The intensive distribution strategy can be utilized in selling tennis balls to every available distribution avenue. It can be implemented by selling on exhibition, festival, game and tournaments.
Questions
What are the distribution strategies that can be used by a tennis ball company?
Why is intensive distribution strategy better placed to drive sales for a tennis balls company?
How additional information might be used to understand the market better?
What are the best channels that can be utilized in distribution of tennis balls?
What are the customer dynamics that need to be considered when planning distribution strategies?
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction . Pearson Education.
Hollensen, S. (2015). Marketing management: A relationship approach . Pearson Education.
