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Action-Cal: marketing channels, objectives, managing, evaluating channel members

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I'm doing a powerpoint presentation, it's about Action-Cal, here the whole deal

The beverage unit has been using the following channels to distribute its product line:
Direct sales: restaurant chains, hotel chains, under the Conglom Mixer brand
Indirect sales: to other beverage manufacturers, who re-label the product and sell it to consumers under their own brand; for example, "El Commanche Margarita Mix".

There's a big difference between cocktail mixers and kids' drinks; hence, I'm trying to formulate a channel marketing strategy for Action-Cal. I'm working with several other marketing strategists. What are some strategies included for the following:

marketing channel(s) that will be used to distribute that product and the reason why these channels were selected
objectives of each channel selected
plans for managing and motivating the channel members
plans for evaluating channel members

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Solution Summary

The 672 word solution presents a long paragraph in response to each of the four parts of the problem.

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Marketing channel(s) that will be used to distribute that product and the reason why these channels were selected
Channel of distribution or marketing channel is a group of individuals and organizations that directs the flow of products from producers and customers. Action-Cal uses two types of marketing channels. In the first one, the company eliminates middleman by selling its products directly through restaurant and hotel chains under the Conglom Mixer brand. In this way Action-Cal can be able to reduce distribution costs by lowering order processing costs, creating a faster ordering cycle with fewer errors in ordering and product configuration. This would also decrease the logistics costs and enable the company to offer different catalogs and prices to different customers. The firm will be able to advertise and communicate directly with its core customers segment and avoid channel conflicts. The second marketing channel strategy is using intermediaries to sell the products under a different brand. These are independent from the company and they transform the assortment of products made by Action-Cal, in the assortments desired by consumers. ...

Solution provided by:
Umut Oltulu, MBA
Education
  • BSc, Dokuz Eylul University
  • MBA, Texas A&M University-Kingsville
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