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2825 : Marketing And Management

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2825 : Marketing And Management

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2825 : Marketing And Management

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Course Code: 2825
University: Centennial College

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Country: Canada

Question: 
Read the attached article and write a short report that answers the following question:1. Describe hybrid channels or “hybrid distribution strategy” used by firms these days.2. Examine the benefits and challenges faced by firms that use the “hybrid distribution strategy”.
Answer: 

Introduction:
The following report aims to discuss the matters that are related to the implementation of the hybrid channels or the hybrid strategy of the distribution that are generally implemented within the various business organizations that are operational within the area. The report further proceeds to discuss the various challenges and the benefits that are faced by the concerned organization due to the implementation of the hybrid channels or the hybrid strategy of the distribution.
Hybrid channels
The hybrid channels refer to the implementation of at least two or even more than two channels of marketing within the company. The implementation of these channels helps the concerned company to reach out to the people who belong to the different segments of the concerned market (Webb and Hogan 2002). The hybrid distribution strategy within the organization aims to utilize a number of the strategies that are required for the proper delivery of the products as well as the services of the given organization to the concerned clientele.
The various organizations that implement the hybrid marketing strategy within the given organization aims at the increase in the engagement level of the organizational clients. This might be achieved through the various marketing channels that are utilized by the concerned company. The channels the are generally used in this case are generally inclusive of the direct mails, the telemarketing channels as well as the public billboards (Webb and Hogan 2002). The company might advertise the concerned product or the service at two different advertisement channels in order to attract a greater number of potential clienteles to the concerned company.
Advantages and Disadvantages of hybrid strategies
The advantages of the implementation of the hybrid channels within the company refer to the increase in the market potential of the concerned company. The hybrid channels that are implemented within the organization help in the huge inflation in the client base of the company. The other advantage of the implementation of the hybrid distribution strategy within the organization refer to the implementation of the marketing schemes in accordance to the preferences of the concerned client of the organization (Webb and Hogan 2002). The implementation of the hybrid channels helps in attracting the clientele who prefer the online shopping methods as well as those who tend to prefer the brick and mortar stores for buying the concerned products.
The major disadvantages of the implementation of the hybrid channels of distribution within the organization refer to the requirement of a high amount of budget. This is one of the major reasons that prevents the smell-scale businesses from advertising their products on different platforms at a specific given time. The other major disadvantage of the system is the fact that the proper planning is needed in order to implement the hybrid marketing (Webb and Hogan 2002). This further prevents the small-scale companies to incorporate the hybrid channels of distribution.
Conclusion:
Thus, from the above discussion it might be inferred that the implementation of the hybrid channels of distribution might help in the increase of the potential clientele of the company. This in turn might help in the increase of the turnover of the company and thus help in increasing the competitive advantage of the company.
References:
Webb, K.L. and Hogan, J.E., 2002. Hybrid channel conflict: causes and effects on channel performance. Journal of Business & Industrial Marketing, 17(5), pp.338-356.

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