Strategy
SCENARIO
Company S is a new manufacturer entering the motor scooter market with a higher-cost scooter with better fuel economy than that of leading competitors. Its executives, seasoned professionals in the motor scooter industry, intend to distribute their products using existing scooter dealerships as intermediaries. These dealerships have strong loyalties to the competitors’ products that they already carry. Company S executives want to use a distribution programming model to successfully introduce the product to and create strong relationships with the dealerships.
You have been assigned to recommend innovative strategies to motivate intermediaries as part of the distribution programming plan.
No more than a combined total of 30% of the submission and no more than a 10% match to any one individual source can be directly quoted or closely paraphrased from sources, even if cited correctly. An originality report is provided when you submit your task that can be used as a guide.
You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.
Write an essay (2-3 pages) addressing the following:
A. Identify and list at least 5 strategies for motivating the dealerships as intermediaries.
1. Identify and briefly describe each strategy.
2. Explain the advantages and disadvantages of each strategy.
3. Explain how you will evaluate the effectiveness of each strategy.
B. Describe distribution programming as a comprehensive strategy for motivating intermediaries.
