Marketing Management Individual Project (MMIP)-Price and Deliver Value Offering
Q1. Explain the selected pricing strategy (penetration, skimming, competitor-based, etc.).
Businesses and organizations use a pricing strategy to meet financial objectives, such as increasing profitability. According to Marshall & Johnston (2023), the main pricing strategies include competitor-based, skimming, and penetration pricing. Penetration pricing is used when a business wants to expand its market share, especially when customers are sensitive to price. On the other hand, price skimming is used when a company or organization intends to enter a market where products are highly priced. Price skimming is also used when introducing a new product because it enables a business to develop a first-mover advantage. Businesses may also use competitor-based pricing to increase sales when introducing a new product. Competitor-based pricing includes setting a product’s price based on the price set by competitors for similar products or services. D-BAT Sports uses penetration pricing to attract and retain customers across different locations. The company maintains a uniform pricing strategy across all its franchises through membership fees and setting specific prices for the training sessions.
Q2. Discuss various pricing tactics (product line pricing, captive pricing, price bundling, etc.) that have or would prove effective in stimulating sales.
Pricing tactics vary based on the level of competition and the price set by competitors. The main types of pricing include price bundling, captive pricing, and product line pricing. Price bundling includes allowing the customers to buy a package offer at a lower price than the price of individual items in the offer. Captive pricing includes gaining customer commitment to a basic system or product requiring the repeated purchase of peripherals. Product line pricing, on the other hand, includes developing a rational pricing strategy across a line of related products. D-BAT Sports uses product line pricing tactics to stimulate sales. The tactic has been effective in increasing the company’s sales because customers can evaluate choices such as memberships, weight training, cage rental, and camps and compare their cost with the cost of private batting and/or pitching lessons by expert coaches and determine the differences in benefits offered by the products across the product line thus increasing their likelihood of purchasing multiple products in the product line.
Q3. Explain the channels of distribution (manufacturer to retailer to consumer, etc.) used to distribute the product/service.
Organizations and businesses rely on distribution channels to reach customers in different regions. According to Mohsen et al. (2023), the main distribution channels are direct and indirect. A direct distribution channel includes delivering products to customers directly. Consequently, indirect distribution channels include using retailers or other intermediary companies to distribute products to customers. D-BAT Sports uses both direct and indirect distribution channels. Direct distribution channels are used to distribute softball and baseball equipment to customers. Indirect distribution channels are used to distribute private batting and/or pitching lessons to youth baseball players. The main indirect distribution strategy implemented at D-BAT Sports includes franchising. Aziz et al. (2023) note that franchising includes giving a third party the authority to sell a company’s products and services using the company’s brand name. D-BAT Sports offers financial support to franchises in different locations and training services to ensure that the coaches in the franchise facilities have the skills required to train young athletes.
Q4. Discuss the distribution strategy (intensive, selective, exclusive) relevant to the product/service.
Distribution strategies can impact the efficiency of the supply chain in a business or organization. The main distribution channels include intensive, selective, and exclusive strategies (Affran & Asare, 2019). Exclusive strategies include selecting a few sales outlets to enhance a brand’s exclusivity. The intensive strategy includes selling goods to many outlets to reach more customers. The selective strategy, on the other hand, includes combining intensive and exclusive strategies. D-BAT Sports uses an intensive distribution strategy. The company encourages people from different parts of the United States to enroll in the franchise program to increase its distribution channels. The company also promotes the use of exclusive distribution in the franchises by ensuring that it stands out as the best brand in offering private batting and/or pitching to youth baseball players. The exclusive distribution strategy has enabled D-BAT Sports to establish a strong brand name because it is recognized as the best baseball and softball trainer for young people and athletes. Therefore, customers are more willing to pay for the training lessons because they are assured they will get the best services.
Q5. Explain the firm’s use of e-channels, e-retailing, or other non-traditional methods of distribution.
The digital age in the modern business environment has revolutionized distribution strategies in organizations because of the risk of non-traditional distribution methods such as e-retailing and e-channels. E-retailing includes selling and sharing information about a product or service to customers online. E-channels are used to distribute products and services, including mobile apps, email, social media, websites, and e-commerce platforms. According to Verhoef et al. (2015), e-retailing is used to create a competitive advantage by supporting omnichannel retailing characterized by the use of multiple distribution channels such as online stores, physical stores, mobile app stores, mobile stores, telephone sales, and other channels that facilitate transactions between a business and its customers. D-BAT Sports does not use non-traditional distribution methods because its services require the physical availability of the customer. However, the company uses social media channels to market its products and services and convince customers to enroll for membership. Customers can also sign up for membership on the company’s website and pay membership fees to begin assessing the training programs in the training facilities and other products in the membership package.
References
Affran, S., & Asare, R. K. (2019). Emergence of new marketing distribution strategies: A call for a paradigm shift. European Journal of Business and Management Research, 4(6). https://doi.org/10.24018/ejbmr.2019.4.6.125
Aziz, N., Ramdan, M., Aziz, K., Hasbollah, H., Hassan, Z., Hussin, N., & Aziz, N. (2023). Franchising for global distribution: A systematic review. Journal of Distribution Science, 21(10), 39–49. http://myscholar.umk.edu.my/bitstream/123456789/5343/1/SCOPUS%20PAPER%20Franchising%20for%20Global%20Distribution_%20A%20Systematic%20Review.pdf
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw Hill.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/
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Question 
OVERVIEW
Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization.
INSTRUCTIONS
The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double-spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.
Marketing Management Individual Project (MMIP)-Price and Deliver Value Offering
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding to the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if the information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources that can be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, etc.), practitioner publications (Wall Street Journal, Ad Age, etc.), and the course textbook. Assignments must be submitted through Turnitin.
QUESTIONS:
Q1. Explain the selected pricing strategy (penetration, skimming, competitor-based, etc.). (Ch.11)
Q2. Discuss various pricing tactics (product line pricing, captive pricing, price bundling, etc.) that have or would prove effective in stimulating sales. (Ch.11)
Q3. Explain the channels of distribution (manufacturer to retailer to consumer, etc.) used to distribute the product/service. (Ch.12)
Q4. Discuss the distribution strategy (intensive, selective, exclusive) relevant to the product/service. (Ch. 12)
Q5. Explain the firm’s use of e-channels, e-retailing, or other non-traditional methods of distribution. (Ch.12)