Today most companies do not sell their goods directly to the final user.
Instead many of the tasks which include distribution activities such as
transportation and storage, but also marketing aktivities such as selling
and pricing are undertaken by a variety of external intermediaries. The
choice and control of these intermediaries we call markteting channel
management. Marketing channels, also called a trade channel or a
distribution channel, are these interdependend organizations involved in
the process of marketing a product or services available to end users.
The reserach purpose of this master thesis is "How can a large swedish
company within an industrial market, develop and design reliable marketing
channels for a new product under development in the area of sales and
marketing."
To answer this research purpose seveveral relevant theories and models were
used. However, these theories are difficoult to use in their full extent.
Hence, in order to obtain a proper focus in this research thesis, a frame
of reference was developed to define and demarcate the problemarea. The
channel design model used to select and develop a new marketing channel, in
the frame of reference, is based on the model presented by rosenbloom
(1995).
The conclusive evaluation of the model for design of market channel
structure, presented in the frame of reference by Rosenbloom (1995), is
that it's a straightforward and very comprehensive theory for design of
marketing channel structures. However, the method is quite complex and
therefore could be refurbished to be more "user-friendly" and simplified
for daily managerial use.
Regarding this thesis work, it is interesting to notice that a "new"
finding emerged, not previously mentioned in theory. Present theories,
within the area of marketing channel: states that a need for channel design
decision is based on the fact that an existing new product or product-line
might need a new marketing channel. This because, a new existing product
might not fit existing marketing channels, within the company of concern.
In this case however, the respondent had a suspicion that a future
potential marketing channel could contribute to and provide assistance in
the development p...
