Marketing Channel Design and Integration for Kogan.com

Marketing channel design
and
integration

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Contents
Introduction...........................................................................................................................................1
Body......................................................................................................................................................2
Background of the company..............................................................................................................2
External environment impacting the channels of Kogan.com............................................................2
Strengths and weaknesses of the channels of Kogan.........................................................................4
Finding for industry...........................................................................................................................5
Conclusion.............................................................................................................................................6
REFERENCES......................................................................................................................................6

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Introduction
Consumer electronics market in Australia is large and there are many companies operating in
this industry which is giving tough competition to each other (IBISWorld, 2018). Every
company has their own set of strategies to compete in the market. It is essential that
companies choose best marketing channels so to reach to maximum possible customers
(Armstrong, et al. 2014). It is also crucial that there must be evaluation of business
environment so as to find opportunities and threats in the market. Based on this evaluation,
companies need to understand the strengths and weaknesses of the channels of the firm. This
report showcases the major broad product category of Kogan as well as the major participants
in the marketing distribution channels of the company. It also highlights the external
environment that is having impact on the Kogan’s marketing channels and hence identifying
the opportunities and threats in these channels. At the same time strengths and Weaknesses of
the channels of the firm has been provided in the report. In the last part of the report potential
new entrants in the industry and recommendations about the way in which any company can
enter into the market has been highlighted.
Body
Background of the company
Kogan.com is one of the biggest Consumer retailers in Australia. Company was founded in
the year 2006 by Ruslan Kogan. The growth of this company’s financial performance has
been between 200% and 300% per year. Kogan.com is a portfolio of retail and services
consists of Kogan retail (DickSmith.com.au and Kogan.com), Kogan Mobile, Kogan pet
Insurance, Kogan Travel, Kogan Marketplace, Kogan Insurance, Kogan Internet, and Kogan
life Insurance. Company has over 8 million active subscribers. In 2016, this firm acquired
Dick Smith Holding’s business on online mediums.
Its product range includes many broad categories of products like appliances, homewares,
consumer electronics, toys, hardware etc. Most of their products are from the consumer
electronics category. LED television and High Definition LCD television creates up the bulk
of the product of the Kogan.com. Apart from this they sell 3D television, computing products