Marketing Strategy and Management

Assignment 2: Channel Strategies and the Value Chain

In this assignment, you will analyze channel strategies and the value chain. You will then analyze the effect that growth, going global, and supply chains have on two similar products/services that are marketed in various markets.

Background:

Decisions about marketing channel structure depend on customer needs, competitor behavior, marketing strategy used, and the resources available to the marketing manager. A wide variety of channel options exists today. Generally, the goal of the channel arrangement is to maximize the efficiencies of distribution. Many channel arrangements have the potential for conflict as well as legal and ethical issues. Channel decisions are among the most critical decisions facing marketing managers.

Directions:

• Use the Argosy University online library resources to identify five peer-reviewed academic articles related to channel strategies, leverage, and the value chain.
• Choose two competing products that are sold in local, national, and global markets.
• Evaluate the effects that growth, going global, and supply chains have on distribution strategies.
• Assess the effects of market shifts and declines on channel strategies.
• Analyze and assess how a company could obtain leverage within the channel and the value chain to maximize efficiencies in the market. Identify potentially negative aspects of leverage as well.
• Critically examine the strategic elements and organizational environment of marketing decisions for the products you chose.

Write a 4–6-page report in Word format. Utilize at least five scholarly sources in your research. Make sure you write in a clear, concise, and organized manner; demonstrate ethical scholarship in accurate representation and attribution of sources; display accurate spelling, grammar, and punctuation.

Apply APA standards to citation of sources. Use the following file naming convention: LastnameFirstInitial_M6_A2.doc. For example, if your name is John Smith, your document will be named SmithJ_M6_A2.doc.

By Sunday, December 11, 2016, deliver your assignment to the M6: Assignment 2 Dropbox.

Grading Criteria: