ASSIGNMENT

M.B.A 1ST YEAR

2ND SEMESTER
BATCH: 2020-2021

SUBJECT:- MARKETING MANAGEMENT

SUBJECT CODE:- 2815

Submitted by: Submitted to:

Hyder Imam Ms. Pratibha Nayyar

FACULTY OF MANAGEMENT AND COMMERCE

SBS College, Chandigarh Road Ludhiana
 Note : Attempt all the questions and submit this assignment on or
before 10-07-2021.

CASE STUDY-1
Mediquip Ltd. is a company dealing in distribution of medical equipments. The company recently imported 15000 units
of sugar testing machines to test the sugar levels without taking blood samples. For deciding the marketing strategy, the
Chief Executive Officer of the company called a meeting of the marketing heads of different zones. In the meeting,
Sandeep, the North Zone Marketing Head, suggested that since the machines were sophisticated they need to visit
hospitals personally, to explain its working to the hospital staff who would be using the machines. He also suggested
that additional trained people may be recruited for the same. Himanshu, another Zonal Head, added that since lot of
money had been spent on the import of the machines, the company was short of funds to pay to the additional staff as
suggested by Sandeep. Rahul, a newly appointed Zonal Head of South Zone suggested that since the size of the order is
not large, a detailed study of the factors determining the choice of channels of distribution is required before making the
right choice.

QUESTION: Q1.Identify the factors influencing the choice of channels of distribution that can be followed by the
company.

Hint: The factors influencing the choice of channels of distribution which were discussed in the meeting are listed
below:

Product related factors: It has been mentioned that the machines were sophisticated.

Market related factors: It has been mentioned that the size of the order is not large. (in)

Company related factors: It has been mentioned that the company was short of funds to pay the additional staff
which had to be recruited to personally visit and train the hospital staff.

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Ans:- Factors discussed in the give question are:

1. Product related factors As discussed in the paragraph ‘Machines were sophisticated they need to
visit hospitals personally to explain its working to the hospital staff who would be using the machines.’

2. Company characteristics the company was short of fund to pat the additional staff.

3. Market related factor: size of order was not large.

(b) The consideration to be taken care of in each case are:

1. Product related factor: If the product is perishable or industrial short channel is preferred. While long
channel is preferred if product is non- perishable or consumer good.

2. Company characteristics: Company that wishes to have a greater control over the intermediaries opt
for on intermediaries. shorter channel than the companies exercising less control

3. Market related factor: If the size of market is large or buyers are geographically scattered then long
channel should be used in comparison to shorter channel for small sized market and geographically
concentrated market.

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