Effects of Channel Management Decisions

Effects of Channel Management Decisions

Introduction

Marketing new products is not an easy job. It is very important for the company to ensure that the marketing process is taken care of in an appropriate manner and that the company works in the most efficient manner. It is appropriate for the company to make sure that they select the right marketing strategy so that their product gets to the right customers that the company is targeting. This will help the company in getting their product to the right track and in understanding as to what steps they should take to market their product. As important as marketing is for the company, it is essential that the company also takes into account the channel management process. This will help the company in knowing as to how the decisions will impact the new product and how it will be distributed to the stores that the company has decided. This paper will evaluate the impact of channel management decisions on the marketing of the product, BOLD. In addition to this, the appropriate distribution channels and the cost in terms of shipment, placement and middlemen will also be discussed.

Discussion

Channel management decision is an important aspect of ensuring that the product that the company is offering follows the same channel and ensures that the people in the company work in the most efficient manner to make it a success. Marketing channel management refers to the process of analyzing, planning, organizing, and controlling a firm's marketing channels (Mehta, Et. al, 2002). There are a number of steps that are involved in the decision making process which helps in knowing as to how the decision making process will impact the marketing of the products. Decisions involving the formulation and designing of the marketing channels proved to be effective for BOLD; however, there were certain impacts of the decisions on the product which are discussed as follows (Mehta, Et.al, 2002):

The first step of the decision making process involved the formulation of the marketing strategy. BOLD had to be marketed in such a manner where each and every person can have access to the product because the nature of the product is such that it should be available for the common man. Not formulating a proper marketing strategy will impact the sales of this product.

In ensuring proper decision making process, the marketing channels should be designed in an appropriate manner. This will prove to be effective for the product and will help in increasing the sales of it. If this is not followed properly, the product will suffer. Not designing the marketing strategy product in an accurate manner, will impact the product in a negative manner.

Channel members selection is an essential step in the decision making process. BOLD is a product that should be available in all stores; therefore, it is necessary that the company has contacts with most of the channel members. It is important for the company to maintain such contacts so that the availability of the ...