Marketing Research -Channel Decisions Paper
Watch the following video:
YouTube: Marketing – Channels of Distribution
Using the information from the video and the other course reading and resources, you will make PLACE decisions for a new product.
Situation
Your organization has determined there is a customer need for sport sunglasses where the intensity of the lens shading can be changed by sliding a bar on the frame. The product must sell for less than $50.
The target market is adult men who work and live in sunny areas and participate in outdoor sports or spend a lot of time driving.
You must decide the best methods for distributing this product to get to the customers when and where they wish to buy it.
Following the example demonstrated by Brian McCarthy in the video, complete the following channel decision matrix that defines four distribution options and provides brief statements that answer the “fit” questions.
Channel Decision Matrix
After you complete the matrix, provide a statement with your conclusion regarding the recommended distribution method. Explain your decision and recommendations in a 1-2 page summary.
