A. Describe the market(s) in which the product is to be sold
1. Geographical region(s)
2. Forms of transportation and communication available in that (those) region(s)
3. Consumer buying habits
a. Product-use patterns
b. Product feature preferences
c. Shopping habits
4. Distribution of the product
a. typical retail outlets
b. Product sales by other middlemen
· Use Chapter 12, 15, maybe 13. Also, parts from paper 2.
Chapter 15 is more about distribution. We are doing B2B. To retailers. But we are more B2C because our distributor does not use it. They sell it for us. We wanna be more involved in how our distributor going to do it. We are also wholesale because B2B.
Check Exhibit 15.3 in chapter 15. Can be very helpful.
We wanna have maximum amount of control. Check Selecting Middleman slide in ch 15