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You are the marketing manager of a certain company (please pick one company in the industry of your choice; this can be a start-up or an existing company). Considering the scenario above please define the steps you need to take in order to design a zero-b - Essay Example

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You are the marketing manager of a certain company (please pick one company in the industry of your choice; this can be a start-up or an existing company). Considering the scenario above please define the steps you need to take in order to design a zero-b

According to the zero-based channel design, all the channel members need to utilize minimum costs to serve the targeted market of the channel manager (Rosenbloom, 2011). The discussion will explain all the necessary elements for meeting the demands for service output. It will also emphasise on the essential elements to fulfil the requirements of the supply side of the channel. The essay will address the potential channel gaps that can hamper the channel performance and therefore, it will offer necessary solutions to it. It will also elaborate the possible conflicts within the channel elements. Therefore, it will suggest the essential strategies to eliminate these conflict issues.
PepsiCo Inc. is a multinational food and beverage company which deals in carbonated soft drinks, packaged drinking water, beverages and snacks foods. The organisation was established in 1986 by Donald Kendall and Herman Lay. The organisation is headquartered in New York, USA. The organisation distributes a range of products across over 200 countries. Their product line includes Diet Pepsi, Mirinda, Aquafina, Mountain Dew, Tropicana, 7 Up, Gatorade, Frito-lay and Fritos. The company has recorded revenue of $66 billion by the end of 2013 (Marketline, 2014). The organisation has segmented their market according to the geographical locations. The areas with higher summer temperature are the major targets of the organisation. They have also divided the market according to the age and lifestyle of the consumers. Though the organisation focuses almost all the section of the market, they prefer to provide more attention towards the middle class population aged between 16-35years (Marketline, 2014).
The organisation mainly follows a three-channel distribution network to supply their products within their targeted market. The three major distribution channels of the organisation are direct store delivery, third party ...Show more

Summary

Inc. Marketing channel of any organisation can be described as a set of different activities which are essential for the smooth flow of product transferring procedure from the producer to the end-users…
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