Analysis of place decision.
- Basically, the place is defined as the distribution channel which is used by the producers to transport the products to their consumers within the market. This means that the product produced highly affects what the company or organization distributes to the market (Tapp and Spotswood, 2013 p.67). For instance, in selling our chef coat if we are the supply of the product then it means our customer is the end chain in the market. This means that the chef coat is supplied to the customers directly. Different business has different distribution channels to meet their customers.
- There are different types of distribution within the marketplace.
1.The zero channel of distribution. This occurs in situations where there is a direct supply of the products and goods from the producers within the market and the consumers. On selling our chef coat we can decide to supply the coats directly from the production level to the consumer level.
2.The one stage channel of distribution. Here the middlemen operate in between. That is the retailer operates between the manufacturer and the consumer in the market (Gordon, 2012 p.45). This means on dealing with our chef coat it shows that after the manufacturer designs the coat then the retailer later buys and at the end consumer reaches the product through the retailer. This mode is always appropriate in business that deals with the durable products and deals with large quantities.
3.Two-stage channel. The model starts all the way from the manufactures to the wholesalers than the retailer and lastly the consumers. The retailers and wholesalers are the middlemen within the market.
4.Three stage channel of distribution within the market. When there are many wholesalers within the market and they are scattered, the manufacturer will prefer to use the agents who act as the link between the manufacturer and the wholesalers (Gordon, 2012 p.75). The process starts from manufacturers to the agents to the wholesalers to the retailers and lastly to the consumers within the market.
Factors affecting distribution channel in the market.
1.The nature of the market. In order to sale more chef coats in the market, we need to consider how the market can be reached from our area of work. Direct mode of distribution will be appropriate where we will have a large market around the area of operation. Also where we will have a large number of buyers who are scattered all over the business will use the middlemen so as to meet their consumers.
2.The nature of the product. In most of the businesses, the nature of the market will affect the choice of distribution channel. The supply of chef coat will not be same as in the supply of perishable products. The supply of our coat will prefer any distribution channel (Gordon, 2012 p.127). The direct channel will be appropriate for the market around the business and use of the middlemen that is agents and the retailers will appropriate for market scattered away from our business.
Analysis of promotion decision.
- In business, promotion is always described as the process of informing and also persuading the available consumers in the market to buy the product (Khan, 2014 p.57). The sellers will pass different information that will target to convince consumers to purchase various products. On selling, for example, our chef coat we will be in a position to convince customers of our product describing how it is unique form the rest in the market.
Tools used in promotion
1.Advertising; It forms the most tool used in the market for informing customers on the availability of the product in the market (Khan ,2014 p.90). It describes features such as the quality of the product, the features of the product and its availability. Our chef coats will reach customers in the market through the advertisement whereby we will advertise on key features about the product thus convincing the customers to buy.
2.Publicity. Focuses on communicating about a product so as increase the attitude of the customers to buy a product. It is usually non-paid model. It's mostly found in articles whereby they describe on their products in the market .
3.Personal selling. Refers to the direct supply of the goods and services to the consumers within the market. For example, on selling our products that is the chef coat we can decide to go door to a door selling the products to the customers. The salesperson will persuade customers to buy the products.
4.The sales promotion. It is the short-term model to buy and come up with the new goods within the market (Nezakati et al,2011 p.150). It is achieved through the trade shows, use of the discounts, and also gifts. It is always practiced at the retail levels within the market.
- In conclusion, the use of 4ps helps the business to check on the price of the product, the description of the product, the place analysis, and the promotion analysis decision within the market.
