Marketing Channel and Design of Koala Mattress.

Running head: MARKETING CHANNEL AND DESIGN OF KOALA MATTRESS
MARKETING CHANNEL AND DESIGN OF KOALA MATTRESS
Name of the Student
Name of the University
Author Note

MARKETING CHANNEL AND DESIGN OF KOALA MATTRESS1
Executive Summary
The report is based on the analysis of an organization named Koala Mattress that functions in
Australian retail market. The channel of distribution and sales that has been developed by
Koala Mattress has been discussed in the report in detail. The retail industry of Australia and
different forces that are a part of the industry have also been analysed. The report has
provided a detailed picture of the brand strategy, positioning strategy and channel
management process of the organization. Recommendations have also been provided about
the ways by which Koala Mattress can implement different other channels in order to reach
the customers.

MARKETING CHANNEL AND DESIGN OF KOALA MATTRESS2
Table of Contents
Introduction....................................................................................................................3
Porter’s five forces analysis of Australian retail industry..............................................3
About Koala Mattresses.................................................................................................4
Development of the alternative channel structures for Koala Mattresses......................4
Selection of possible channel members for Koala Mattresses.......................................6
Product positioning, brand strategy and channel management of Koala Mattresses.....7
Recommendations..........................................................................................................7
Conclusion......................................................................................................................8
References......................................................................................................................9

MARKETING CHANNEL AND DESIGN OF KOALA MATTRESS3
Introduction
Marketing channel can be defined as the organizations, people and the activities that
are necessary for transferring ownership of the goods from the production to consumption
point of view. The channels help organizations so that their products can reach the consumers
and end-users. The marketing channel is considered to be a useful tool related to proper
management and is considered to be crucial for the proper development of a well-planned
strategy of marketing (Bailey 2019). The report will be based on the analysis of the marketing
channels that are used by Koala Mattress currently and the future changes that can be
implemented in the channels as well.
Porter’s five forces analysis of Australian retail industry
The Porter’s five forces framework can be used for analysing the Australian retail
industry in the following manner,
Bargaining power of the buyers – The bargaining power of the buyers are quite high
in the Australian retail industry due to presence of many retail organizations and
supermarkets.
Bargaining power of the suppliers – The bargaining power of suppliers has enhanced
due to the presence of majority of big players in retail industry of Australia (Balaji and Roy
2017).
Threats of the new entry – The threats that are faced by retail organizations in
Australia based on entry of new organizations are quite low due to the large size of retail
firms in the country.