Exclusive Distribution Strategy

Question 1. What is Marketing Management in practice, what does a Marketing Manager do?

Theoretically, marketing management can be perceived as management of various marketing programs to achieve an organization’s goals and objectives (Ramachandra, K, Chandrashekara, B., Shivakumar, S, 2010). A marketing manager, in my understanding, is responsible for the identification of the target market, the analysis of the market environment, the development of a marketing strategy in accordance with the organization’s objectives that gives the organization a competitive edge against its rivals, and lastly the implementation, monitoring and management of the marketing strategy. In reality, it can be said that marketing manager attempt to create and

What are the three different types of distribution strategies. Give a concrete company example of each. Which one of these three strategies MOP has?

The three types of distribution strategy consist of exclusive distribution, selective distribution, and intensive distribution.

Exclusive distribution has only one outlet per a geographic area to distribute a product (Sally Dibb, 2012). An instance of exclusive distribution could be Louis Vuitton’s retail stores that are normally one-per-city only.

On the other hand, intensive distribution utilizes all available outlets to deliver the product to customers (Sally Dibb, 2012). For example, coke is sold in every supermarket or mall in a city.

Lastly, companies adopt selective distribution strategy only use a limited number of the available outlets in the region for distribution (Sally Dibb, 2012). This type of strategy is often used for electronic products such as computer, TV, etc.

The fact that MOP is ready to sell its product to various retailers, however, still pay great attention to the presentation of the retailers, indicates that MOP has adopt the selective distribution, where there maybe various outlets being chosen after careful

A good marketing manager also understands that product life cycle as a concept has its limitations. What these limitations can be?

There are various limitations tied to product life cycle concept, mostly due to its unpredictable nature. Firstly, each stage of product life cycle is defined by revenue or profit. For example, growth stage is defined as the period when sales increase radically and profit peaks, whereas in maturity stage, sales start to gradually decline (Sally Dibb, 2012). However, sales and profit can be influenced by various external factors, such as economic recession or social trends.

Secondly, product life cycle varies greatly between different products in different industries. The life cycle of a Hyundai truck can be considerably longer than, say, an iPad one, since technology can be outdated rapidly nowadays.

Thirdly, there are numerous cases where a product does not experience all four stages of the life cycle but, for example, goes straight from introduction stage to decline stage. Statistically, a new product’s fail rate falls between 60% to 90% depending on the industry and the definition of failure (Sally Dibb,