The firm will rely on independent retailers to sell its products to different consumers in the market. It will be important for the firm to pursue a distribution strategy that helps it build beneficial relationships with other entities which have operations in different parts of the country. If possible, the firm will enter into marketing agreements with some retailers and wholesalers to help it increase its market penetration rate. The main distribution strategy the firm will use to sell its flip flop products in the market will be through indirect channels. As a result, the firm will institute systems that improve its value chain functions to make its internal processes more appropriate for current market conditions. This approach will help the firm to satisfy the expectations of its customers in different places.
The main channels the firm intends to work with will include wholesalers, shop owners, large retail chains and online e -commerce portals. This strategy will enable the firm to make its products more accessible to customers spread out in different locations. Joint marketing partnerships with some wholesalers and retailers will be used by the firm to make consumers aware about the value of its products. As a result, the firm will use various promotional strategies to appeal to diverse consumer categories in different locations. In addition, the firm will use the vertical marketing strategy to exploit new opportunities in various consumer segments to help it build a strong brand in the long run. However, this strategy may result in conflicts between firms in the distribution channel due to different prices charged on the same commodities.
The firm will use selective marketing intermediaries to help it attract new consumers to purchase its flip flop products. In the long term, the firm will be forced to increase the number of intermediaries it uses to sell its products to take advantage of existing opportunities in other markets. The market environment consists of consumers from diverse cultural backgrounds with different attitudes and social norms which influence their purchasing habits. Therefore, this requires the firm to use more efficient methods of market research to find out appropriate distribution channels it can use to make its flip flop products more competitive. In addition, the firm needs to use accurate indicators to assess the level of consumer demand that exists in the market to enable it to position its products more effectively in different customer segments.
The firm will establish working relations with various firms such as Lulu chain of Hypermarkets, Landmark Group’s Shoe Mart outlets, Woolworths and WalMart. It will also partner with other business entities that have a large market presence across the country. This will help the company to establish valuable partnerships that will help it to differentiate its products more effectively in specific points of sale locations. These four firms have an extensive retail chain network spread out in different cities across the UAE. They have operations in Dubai, Abu Dhabi and Fujairah and as a result, they attract large numbers of shoppers who are interested in purchasing different products. In addition, these firms have efficient supply chain and logistical capabilities which will help the firm to streamline its production functions. The firm will also need a reverse channel for products sold into the market with various types of defects to build positive relationships with its customers.