A report in which you Compare and discuss Coca Cola with Redpull
- A description of the various marketing distribution channels within each organisation. You can source this information by searching online and from your own observations.
- Consider whether the organisation uses intermediaries or sells direct to the consumer, or both?
- If the organisation uses intermediaries, think about how the product reaches the end-user (e.g. physically, by mail).
- It may be helpful to read ahead to the Week 6 learning materials for the different types of store or non-store based retail channels if this may be applicable to your selected organisation(s).
- A rating of the strengths and weaknesses of both organisations’ marketing channels based on industry research, Consider the following:
- The current retail environment and threat of (foreign) competitors
- The use of different types of intermediaries and protection from impacts of the environment.
- The strategic roles and comparisons of channels in both organisations’ marketing mix.
- The integration of traditional and non-traditional channel formats
- The conclusion will consist of advice/recommendations for a (fictitious) new entrant to the retail industry, which is clearly linked to your analysis of the case study organisations.
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