Marketing Channel Design and Integration - Assignment 2

MKT20023: MARKETING CHANNEL DESIGN AND
INTEGRATION - ASSIGNMENT 2:

Executive summary
The present assignment takes into consideration that marketing channels are necessary to be
analyzed. In the case of Kathmandu Holdings Limited, the travel and adventure merchandise is
tried to be extended towards Australian markets. The distribution channels are necessary to be
optimized with respect to the same. A customer-oriented objective needs to be implemented so
that operational effectiveness is achieved within the organization.

Table of contents
Introduction:....................................................................................................................................4
2. Background: a brief description of the selected company and its main broad categories of
products............................................................................................................................................4
3. Discussion of what your findings mean for the industry and a potential stretching of their
brand in Australia............................................................................................................................5
4. Recommendations as to how best to achieve this. Your recommendations should focus on the
application of key concepts, not a description of the theory...........................................................9
5. Conclusion.................................................................................................................................10
Reference list.................................................................................................................................11

Introduction:
The present assignment tries to investigate the effectiveness of business services through
accurate supply chain management and distribution channel optimization (Sifat and Mohamad,
2018). Kathmandu Holdings Limited is the present company under investigation. When this
company intends to address the Australian markets with their marketing distribution channel the
appropriate concepts and models are needed to be brought to light. It is necessary that different
areas of interest such as market, customer product, company, intermediary and environment shall
be taken into consideration.
2. Background: a brief description of the selected company and its main broad categories
of products
Kathmandu Holdings Limited is identified to be that retail store adopting transnational chain
where the products related to travel and adventure are sold (Pereira et al. 2016). The outdoor
apparels and equipment are made available. Kathmandu is acknowledged to be one of the
leading retailing chains where clothing and equipment for, sports, travel, and adventure are
traded across the UK and New Zealand. Having more than 163 stores successfully functional by
the end of July 2017 Kathmandu accounts to obtain 47 stores operating in New Zealand and 115
in Australia. Being initiated by John Pawson and Jan Cameron in 1987 they started the sales of
ALP Sports Clothing label. It was in Australia that the company planned to open its first ever
retailing outlet. However, the majority of their original clothing got manufactured in New
Zealand. It was in the year 1992 that Kathmandu established its strongest operative structure in
Australia. With their stores spread out in Melbourne, Sydney, Canberra, and Brisbane
Kathmandu re-entered the territories of New Zealand to pierce through their retailing
marketplace (Piwoz and Huffman, 2015).
The product categories range widely from travel to adventure accessories (Jensen, 2017). They
have a product portfolio which caters to the specification of women, men, kids, footwear. There
are specialized goods and merchandise products sold for camp and hike purposes. The travel
products are categorized in a gap year, luggage accessories, travel accessories and travel