Marketing Channel Analysis for Driza-Bone by Swinburne University Students

MARKETING CHANNEL ANALYSIS
Marketing Channel Analysis
Name of the University: Swinburne University
Name of the Student:Alya, Tess and Tara
Authors Note:

1MARKETING CHANNEL ANALYSIS
Executive Summary
The development of possible alternative channel structures has been selected for Driza-Bone in
order to stretch its brand through offering clothing accessories in Australia. The possibilities on
three dimensions such as number of levels, intensity along with type of intermediaries will be
evaluated. Considering all the channel alternatives based on number of levels, type of
intermediaries and intensity it can be considered important for ensuring product
success.Selection of the optimum capital structure is considered by Driza-Bone and the
justification for such selection will also be considered in facilitating the company to expand its
brand all over Australia. The paper also revealed that Banks, local real estate dealers,
independent consultations, internet, and business databases along with direct mail solicitations
can serve as the prospective channel members of the clothing brand.

2MARKETING CHANNEL ANALYSIS
Table of Contents
Alternative Channel Structures............................................................................................3
Selection of Optimal Channel Structures............................................................................5
Criteria for Recognizing Prospective Channel Members....................................................7
References............................................................................................................................9

3MARKETING CHANNEL ANALYSIS
Alternative Channel Structures
The development of possible alternative channel structures has been selected for Driza-
Bone in order to stretch its brand through offering clothing accessories in Australia. The
possibilities on three dimensions such as number of levels, intensity along with type of
intermediaries will be evaluated. Considering all the channel alternatives based on number of
levels, type of intermediaries and intensity it can be considered important for ensuring product
success.
First Issue
 Number of Levels: Moreover, the number of levels within the business channel can
range from the direct ones that include manufacturers to users and can even go up to five
levels.
 Intensity:Intensity at various channel levels for Driza-Bone can be segmented into
intensive, selective as well as exclusive. Such channel for this women range raincoats can
be intensive that can consider including effectiveness-based technologies along with
well-designed websites that will not require performing necessary distribution tasks such
as picking, packing, stocking and tracking a huge number of orders on everyday basis.
 Type of Intermediaries:In increasing its brand reach in the market, the brand must
consider implementing electronic and online auction as a type of intermediary that can
offer a wide range of outlets for its consumers (Chryssochoidis 2015). Based on the fact
the company is recommended to follow a 2 level direct structure that will be carried out
on the online medium.
Second Issue-