Tutorial Preparation Task 6: Place

Student Learning Objectives:

 Familiarise students with the bases of retail and distribution theory and practice.
 Facilitate a critical, reflective understanding of retail, distribution and management.
 Encourage a more critical appreciation of place within the marketing process.
 Encourage the use of a more formal, evidence based approach to the exposition of
personal knowledge.

Student Task:

Task a: (No need to submit answers to task a). You may like to search for additional
information to help formulate your ideas and potential insights. Whilst, this is not
compulsory, it would be a useful starting point and a valuable future resource for you .

Task b: (Submission required) Complete the ‘boxed’ questions overleaf to form a basis for
this understanding.

 Submit your answers via CANVAS before the next Tutorial

with your name and student number clearly marked below.
 All weekly prep tasks must be submitted to qualify for the exam
 You will receive standardised feedback for the exam/essay style question.
 Keep these safe and use as a revision tool for the assessments.

This topic will form the basis of discussion in your next Tutorial.

Your Name : Hammad Nafis Khandwani

Matriculation Number : H00452962
Date Submitted : 11/19/2023

Place PREP TASK 6

This prep task formalises your learning by asking a series of questions relating to the
exam/essay style question below. Provide brief answers to these questions within the boxes.

‘Discuss the value of place within effective marketing’

Now outline answers to the following questions within the boxes:

What is the difference between the value chain, the supply chain and logistics?
Value Chain: Concentrates on all processes that enhance a good or service, from inception
to delivery, with the main goal of adding value for the client.

Supply chain: Contains all actions from raw materials to the final consumer in the
production and delivery of a product, with a focus on the movement of products and services.

Logistics: Deals specifically with the organization and coordination of the actual
transportation and storage of commodities along the larger supply chain.

Identify and describe 5 primary activities of the value chain?

Logistics coming in:
Essentially, inbound logistics is the process of obtaining, holding, and distributing inputs, or
raw materials, that are needed to make the finished product. This covers tasks like
purchasing supplies, moving, and managing inventories. Efficient inbound logistics guarantee
that the proper inputs are accessible for the production process at the right time and in the
right quantities, which helps to save costs.
Operations:
The stage of operations is responsible for converting raw materials into final products. This
covers tasks including assembling, testing, and manufacturing.
The cost, speed, and quality of manufacturing are all impacted by the efficacy and efficiency
of processes. At this point, constant improvement might result in higher output and lower
production costs.
Logistics that go out:
The process of distributing completed goods to clients is known as outbound logistics. This
covers tasks including packing, shipping, and fulfilling orders. Accurate and timely product
delivery to clients is facilitated by efficient outbound logistics. It is an important component of
customer satisfaction and has an impact on how competitive a business is.
Sales and Marketing:
The objectives of marketing and sales efforts are to secure sales, draw in customers, and
promote the product. This covers pricing plans, sales channel management, sales
promotions, and advertising. The target market's knowledge of the product, comprehension
of its value proposition, and eventual purchase are all guaranteed by effective marketing and
sales initiatives. This phase is essential for generating income.
Service:
After the product is sold, the service stage entails providing clients with ongoing assistance.
Customer service, upkeep, warranty services, and other help after the sale are included in
this. Improving after-sale support fosters client loyalty and satisfaction. Additionally, it may
result in increased brand recognition, favourable word-of-mouth, and repeat business.

Identify some of the advantages and disadvantages of using intermediaries within

distribution channels.
ADVANTAGES:
Efficiency in Distribution
Risk management
Cost reduction
Expertise and Specialization
Customer service
DISADVANTAGES:
Communication challenges
Complex supply chain
Increased costs
Loss of control

Define ‘programmatic commerce’ and outline some of the pros and cons of this
phenomenon. (Tip: See page 270; Marketing Insight 9.4) in Baines, Whitehouse,
Antonetti and Rosengren (2021).
Programmatic commerce refers to the automated and data-driven processes involved in
buying and selling goods or services.
PROS:
It increases efficiency: stocks may be reduced and consumption patterns are easier to
predict.
It creates important marketing implications: because it leads to an increase in switching
costs.
CONS:
Complexity and Integration Challenges: Implementing programmatic commerce systems
can be complex and may require significant integration with existing technologies.
Lack of Human Touch: While automation brings efficiency, it may lead to a lack of the
human touch in customer interactions

How might you use atmospheric mixes to attract and deter visitors within physical
retailing?
Attracting Visitors:
Scent Marketing: Use pleasant scents to create a positive ambiance.
Music and Audio: Play upbeat music to energize the space.
Lighting: Ensure well-lit spaces to highlight products.

Deterring Unwanted Behaviors:

Scent Repellents: Use neutral or unpleasant scents strategically.
Background Music Volume: Adjust music volume to influence the shopping pace.
Store Layout and Signage: Guide visitors to prevent confusion.
Color Psychology: Use colors to influence behavior.

Identify 2 barriers to successful e-tailing (limitations) and offer a solution for each.
Limitation 1: Fears about the security of their financial and personal information prevent
many customers from making transactions online.
Solution 1: Put in place strong cybersecurity safeguards like encryption standards, secure
payment gateways, and frequent security assessments. Show certifications and privacy
policies. Provide ratings and reviews from customers as well to establish credibility.

Limitation 2: Online shoppers often miss the in-person interaction they would have in a
physical store. Limited product visibility, and inability to touch or try items.
Solution 2: Add interactive components like chatbots or live chat features. Offer high-
quality product photos, thorough product descriptions, and customer reviews. To replicate
the in-store experience and increase customer confidence in their purchases, provide virtual
try-on options.

Name your favourite retail store/brand and explain WHY you like it so much
H&M is a popular global fast-fashion retailer known for its trendy and affordable clothing. I
personally appreciate H&M for the following reasons:
Fashion Trends: H&M is known for quickly adapting to and offering the latest fashion trends.
People like me who enjoy staying on top of current styles often find a wide variety of trendy
and fashionable items at H&M.
Affordability: The brand is recognized for providing stylish clothing at affordable prices. This
appeals to my budget-consciousness to update my wardrobe without breaking my bank.
Diverse Selection: H&M offers a diverse range of clothing styles for men, women, and
children. The broad selection caters to various tastes and preferences, making it a one-stop
shop for individuals and families.

Explore the value/usefulness of understanding Place:

Convenience and Market Access: By knowing where to distribute things, you can make
sure that the target market can conveniently obtain them. This improves customer
convenience and increases the likelihood that buyers will select a readily available product.
Businesses can increase the possibility of purchase by strategically positioning products
where the target audience frequents or shops, so tapping into existing consumer behaviour.

Distribution Channel Optimization: Value: Supply chain optimization is aided by

knowledge of the best distribution routes. It guarantees the smooth flow of goods from
producers to consumers, cutting expenses and increasing revenue. Different distribution
channels may be needed for different products. It is ensured that the appropriate products
reach the right clients at the right time by knowing the best channels to use. Different
products may require different distribution channels. Understanding the optimal channels
ensures that the right products reach the right customers at the right time.

Market Expansion and Reach: Understanding the geography and demographics of target
markets helps in expanding the reach of products. It enables businesses to identify new
opportunities and enter untapped markets. Businesses can tailor their distribution strategies
based on regional preferences, cultural differences, and local market conditions. This
understanding is crucial for successful market expansion.

Well done … now, you can minimise this window (after you save and submit your work) and
get back to that online order!