TEAMS: (to present and prepare report):

THE CHANNEL SURFERS (20 min) - 1st

PACIFIC LOGISTICS SOLUTIONS (20 min) - 2nd

CASE:

Chinook Traders Thank-You Business
Product Positioning

The case can be downloaded by clicking the case name above. However, notice the theme and question focus information below.

QUESTIONS TO FOCUS ON:

Albeit this case's focus is on product positioning, often the challenge of successfully positioning a product in the marketplace is finding appropriate channels of distribution. Using what you learn in Chapter 1 (channel structures) and Chapter 8 (channel power) focus on the questions "So what about 2010" on p. 31 of the case as your guideline for your analysis. You should bring in what we have learned in class as well as your previous marketing experience to answer the overall theme below, including assessing the target market, revenue potential, and expected relative costs of distribution.

THEME:

How would channel management impact the positioning of this product and what should be done from a channel marketing perspective to ensure its success/profitability?

Please do not answer per se (only use as insight) the discussion questions on p.34.