SLP4: The Marketing Plan

Trident University

Brenda Andrade

Module 2 Case 2 Assignment: Principles of Marketing Module 2 Case 2

MKT 301: Principles of Marketing

Professor: Dr. Gordon Leichter

28 July 2020

Principles of Marketing Module 2 Case 2

Marketing is the process of attracting new customers and managing profitable relationships by delivering satisfaction. In a successful business plan, effective marketing is vital, and some principles accompany it (Singh, 2016). The laws are price, product, place, and promotion. These strategies involve the integration of market strategy and proper implementation of the policies. This paper seeks to develop a distribution system of bulletproof vests.

Channel levels

A bulletproof vest is an affair that protects the body from knives, bullets, and bomb explosions. The garment is made of laminated fibers and woven layers and ballistic plates that provide extra protection (Singh, 2016). The marketing demand of the bulletproof vest is driven by a rapid increase in internal and external attacks. Commercial security is also raising concerns that stimulate bulletproof vests. The intermediate marketing distribution between the producer, manufacture, and consumers is the channel level. The role of intermediaries is to eliminate the distance between the two parties. There are two types of channel levels, which are direct and indirect channels.

On the right channel level, the manufacturing market the goods to the consumers directly instead of going through the intermediaries. This level is also known as zero levels in indirect channels; the intermediaries help the manufacture to over the goods from the production place to the consumer (Mubarak, 2015). The Indirect channel is further subdivided into other levels, which are one two and three. In level one channel, goods move from the manufacture to the retailer directly instead of the wholesalers. This method used to market fast-moving consumer goods. The two-level pathway involves the products moving from the production to the wholesaler. The wholesaler purchases the goods in bulk and then sell it to the retailers but in small quantities. The consumers then get the product from the retailer. Finally, there is a three-level channel that encompasses an agent. The agent reduces the distance between the wholesaler and the manufacturer. This method is used in companies that cannot contact the wholesalers directly.

Bulletproof vests are distributed by the indirect channel method. In the direct channel, there are pros and cons. One of the advantages is that the records about the customer's habits are collected. Profits are not shared among the intermediaries, which increases productivity (Mubarak, 2015). The challenge of a direct channel is that inadequate network and inefficient potential consumers. In the indirect pathway, the product is readily available. There is also an avoidance of the complexity of managing distribution logistics. However, the channel has cons that involve the distance between the manufacture and the consumer. An intermediary's presence translates to an increase in time taken for the product to reach the consumer. It is difficult to identify the brand loyalty. This is because there is no direct interaction with the customers.

Needs of the Target Market

When marketing bulletproof vests, quality products are significant for the fulfillment of the target market, the bulletproof market is fragmented, with many suppliers selling to the militaries and enforcement agencies. The target market of bulletproof vests is military and security agencies. The globe has witnessed a high number of conflicts between various societies. The rising tension between the borders has created demand in the target market (Singh, 2016). Due to corruption, non-state organizations help terrorists to acquire bulletproof vests illegally.

In every marketing sector, customer satisfaction is critical. The need for the target market has led to significant advancements in bulletproof vests. Earlier, the garment was made of synthetic fiber woven into fabric known as Kevlar (Singh, 2016). The bulletproofs made of Kevlar used to be good until some complained that the vest causes some bullet injuries in some cases. Therefore the manufactures started using graphene, which is a layer of carbon atoms combined with honeycombs. The material is lighter and two hundred times stronger than steel and has improved customer fulfilments.

Digital Commerce.

Due to the rapid advancement of technology in almost all facets of businesses, digital commerce is lucrative. E-commerce has been very significant in promoting the growth of the market through advertisements (Mubarak, 2015). The email, content, search, and social media marketing have been essential channels in the distribution process. The digital commerce is all about promoting awareness and actions that increase sales. This awareness is done through rich media ads, banner ads, and display ads. Digital commerce activities operate at low costs because it saves on staff and rent. E-commerce also creates efficient targeting because it is easy to gather, synthesize, and use consumer information. In the petroleum industry, digital commerce is beneficial. In the bulletproof vest, marketing e-commerce is a very effective strategy in the distribution and sales system. The creation of ads and websites that illustrate the significance of bulletproof vests is an essential move on digital commerce.

References

Mubarak, M. M. (2015). Design of a bulletproof vest using shear thickening fluid. International Journal of Advanced Scientific and Technical Research, 1(5), 434-444.

Singh, A. K. (2016). Market Analysis and Business Development of Defence and Composite Industries (Doctoral dissertation, SYMBIOSIS INTERNATIONAL UNIVERSITY).