Module 3 – Case
THE MARKETING MIX: DISTRIBUTION (PLACE) STRATEGIES
Questions/Tasks
Assume
you are the Director of Marketing for Google’s Android phone. Competition with Apple’s I-Phone is affected by Apple’s own retail outlets and franchises. Would you recommend a comparable strategy for Google?
The Situation
Google’s Android is available to any and all cell phone carriers. Apple’s iPhone is available only through AT&T.
Assignment Expectations
In answering the question make reasonable assumptions, (clearly you won’t have the same information available to you as the actual manager, e.g. about competitors, but make some assumptions and follow through in your analysis).
You should also bear in mind that a fundamental goal, as with all the cases you build in MKT501, is to stimulate your learning. Your answers should therefore aim to demonstrate that learning.
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.
- Define marketing channels and channels of distribution.
- Explain how the channels of distribution integrate with the firm’s marketing strategy.
- Evaluate an organization’s channels of distribution in terms of competitive advantage and an organization’s marketing strategy.
In CASE3, ensure that you demonstrate your understanding of channels and factors affecting channel success, as well as your learning from previous modules.
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.
Case Readings
Kane, Yukari Iwatani & Steel, Emily (2010). Apple fights Google on new turf. Wall Street Journal(Eastern edition, April 9):B1.
Available March 8, 2013 via ProQuest
Sarno, David (2010). TELECOM; Android vs. iPhone race heating up; Google’s shotgun approach to spreading its mobile technology appears to pay off. Los Angeles Times (May 12): B1.
Available March 8, 2013 via ProQuest.
Sheth, Niraj (2010). Verizon, Google developing iPad rival. Wall Street Journal (Eastern edition, May 12):B1.
Available March 8, 2013 via ProQuest
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