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Essay / Research Paper Abstract
This 4 page paper looks at the way in which a distribution strategy may be designed and implemented looking at the iPad. The paper consider the target market and existing strategy to asses show the distribution strategy should develop in the future. The bibliography cites 3 sources.
Page Count:
4 pages (~225 words per page)
File: TS65_TEipaddists.doc
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Unformatted sample text from the term paper:
issue will be to assess the needs further target market and the way that the target market will be accessible. In order to purchase the iPad, in addition to knowing
it is available, the target market need to have access to the areas it is sold. Likewise the firm needs to ensure that the iPad will be available and that
the channels chosen will support both the target market needs and the sales targets (Kotler and Keller, 2008). The iPad is a relativity new product; it is appealing to the
upper mass market. This positioning has been assessed as it is indicated by a pricing point of the project, offered at a significantly higher price compared to other competing tablets.
Pricing is a significant indicator of positioning, and should support the way in which the product is being offered. With a significant price premium, which is also supported by quality,
and emphasised through differentiation of the product design and through marketing, it is apparent that the target market is the upper mass market. In order to ensure that the
product is available to the upper mass market channels of distribution need to ensure that there is the ability to distribute significant numbers of the product, otherwise there is a
risk of product shortages, and an unsatisfied demand created by marketing benefiting competitors (Hooley et al, 2007). The traditional retail market is used extensively as a distribution channel to
connect with the mass market. This is an established strategy, and one that facilitates distribution on a large scale. The traditional retail channels include the utilisation of resellers who will
stock the product as a third party and sell it to the consumers. However, the type of retail outlets that are likely to be visited by the target market, the
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