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A number of inventors are working on new transport...




A number of inventors are working on new transportation methods which combine flight with driving. But even were such a new vehicle technically feasible, regulations allowed their use, and there was one or more market for them how would they be distributed? Would car dealerships stock a flying vehicle? Would it be sold through the Internet? Maybe they would be sold at airfields by the manufacturer? Maybe this would change over time as the market grew? Case Question Write a four page paper (excluding title page, references and any appendices) in which you respond to the following case question: Identify the various prospective "flying vehicles" referred to in the readings below. On page one: 1. Using the information provided and any aditional research you conduct, develop a table describing the flying vehicles discussed in terms of the attributes in which buyers are likely to be interested. (10%) 2. Include in the table the possible segments to which the flying vehicles might be targetted and below the table write a short description of each indicating the most important characteristics and requirements you believe these possible buyers might have that are particularly relevant to the distribution strategy you develop (see point 4). (10%) On Page two: 3. List and explain alternative distribution strategies and the factors which are generally important in making a channel strategy decision. (20%) On pages three and four: 4. Choose TWO flying vehicles from the table and using the information from items 1., 2., and 3. describe an appropriate distribution strategy for each one, using one page each. The two flying vehicles you select must be related to DIFFERENT SEGMENTS. In describing your proposed distribution strategies explain your reasoning for recommending them, referring to the information in the table in item 1. above as well as the map of U.S. airports accessible below and ensuring that you indicate to which segment(s) your chosen flying vehicles are targetted. (60%) Ensure that you repeat the case question shown in bold above in full and verbatim on the title page of your submission. Excluding your title and reference pages, your paper should be four pages long. Although this case question relates to channels of distribution you are expected to use both your knowledge acquired from MOD03 as well as your acquired knowledge from prior MKT301 modules. The percentages shown above indicate the importance graders will place on the various sections in determining a grade, assuming all sections are fully completed. However do not assume that items with only 10% can be omitted, or only partially completed as these form the basis for item 4, i.e. if they are poorly done item 4 will be affected. Lower weightings are assigned when the work involved is largely descriptive rather than involving analysis or depth or breadth or critical thinking. CASE EXPECTATIONS Use information from the background readings as well as the case articles and any good quality sources you can find. Please cite all sources and provide a reference list at the end of the paper. The following will be assessed in particular: Your demonstrated understanding of the marketing concepts central to the case question. Your identification of relevant criteria consumers will use for assessment of the product and development of a simple segmentation scheme. Your demonstrated understanding of factors related to the development of a distribution strategy through the analysis you conduct and their use in the context of the case. The criteria used for assessment will be those explained on the MOD01 Home page, namely: Focus. Breadth. Depth. Critical thinking. Effective and appropriate communication skills. Readings Begin your analysis by reading the following sources: Kenter P. 2007 The evolution of the flying car; [Final Edition]. Leader Post. Regina, Sask.: Jul 26. Viewed using Proquest database February 20, 2010. 2007 Flying cars ready to take off Bob Simon talks to inventors who build personal flying machines. April 17. Viewed using Proquest database February 20, 2010. Vella, M. 2008 ICON: the people's plane, Innovation. June 12th. Viewed February 20, 2010 at Chordas, L.. 2009, October. Flying High. Best's Review, 110(6), 128. Retrieved February 20, 2010, from ABI/INFORM Global. (Document ID: 1882783181). Meg Jones. 2009, August 9. It's a car, it's a plane's a motorcycle? It's all up in the air. Sunday Gazette - Mail,C.6. Retrieved February 20, 2010, from ProQuest Newsstand. (Document ID: 1825461271). Airports Locations - Map or Directory Locator. Viewed at February 20, 2010, accessed by clicking here.


Paper#12716 | Written in 18-Jul-2015

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