MARKETING CHANNEL DESIGN and INTEGRATION ASSIGNMENT 1: Comparative analysis of two retail (consumer electronics) organisations

This is an individual assignment.

Objectives:

The objectives of this assignment are for you to be able to:

> Engage in an extensive and relevant strategic analysis of two competing retail organisationsin the consumer electronics industry of Australia

> Utilise the tools of analysis from lectures, prescribed text, and readings

> Produce a cohesive analysis, and present a conclusion which would be useful for a new entrant to the retail industry

> Use consistent and appropriate style of presentation

Word Limit: Up to 2,000 words maximum (excluding Appendices and References)

The analysis should be in a business report format and correctly referenced. Please refer to the report outline provided in class, and the detailed marking guide attached to this brief.

Key Requirements:

Select two retail organisations in the consumer electronics industry of Australia Compare the marketing channels of these two organisations and address the following:

• A comparative analysis of the major participants in the marketing channels of the two organisations outlining the intermediaries from suppliers to end users

• The impact of the economic, competitive, sociocultural, technological and legal environments that channel managers of these two organisations need to consider. (Obviously majority of these could be similar for both organisations, as they are in the same industry).

• A comparative analysis of the main strengths and weaknesses of the channel strategy and design of the two selected retail organisations.

The conclusion will consist of advice/recommendations for a (fictitious) new entrant to the consumer electronics retail industry, which is clearly based on the above analysis and findings.