The paper "Inspiration’ s Market Strategies" is a good example of a research paper on marketing. Inspiration is a company that provides painting services. It aims at having a new distribution strategy to be developed. This will enable them to deliver services efficiently while managing potential channel conflicts which could come up as a result of customers' perceived risks by the losing business due to the new DIFM program. Recently, it has broadly been accepted that sustainable development requires long-term fundamental economic change. This change must involve not only new technologies but also new institutional arrangements and – last but not least – new consumption patterns. 1 Achieving the durability of goods, the private reduction of energy consumption and a new modal split in transportation is not so much a problem of technological possibilities, but rather one of behavior, preferences and individual organization.
This begs the question of what economic theory can contribute to this problem of dynamic change and what kind of theoretical approach is appropriate to deal with it. Introduction This report outlines the results from activities that were undertaken in order to recommend a comprehensive distribution strategy for Inspiration’ s newly introduced DIFM program.
Quantitative, as well as qualitative researches, were conducted in order to gather data and information to examine consumption patterns and consumer needs. Data collected was carefully analyzed using data analysis programs such as SPSS in order to transfer the data into appropriate, logical information sets which can be used to make recommendations to management about the design of a distribution strategy for the DIFM program. This report also incorporates the results of the study of intellectual theories relating to the marketing of services, channel management, and distribution theories.
While developing the strategies for distribution, channel conflicts need to be considered in order to ensure that the distribution strategies and channels employed are able to maintain potential channel conflicts to a minimum, especially with Inspiration’ s trade customers. Literature Review The Five Forces Framework The Five Forces Framework set out by Michael Porter is a well-known market analysis that examines the degree of competitiveness, various industry forces have on the success of a company in an industry (Peng 2009). This framework underlies the effect of five competitive forces: This, Rivalry among competitors, Threats of potential entry, bargaining power of suppliers, bargaining power of buyers and threat of substitutes. However since the main focus of this project was to develop an effective distribution channel for the new DIFM program, it was then most appropriate to focus on the bargaining power of buyers which examined not only on Inspirations to its trade customers (i. e.
the painters) but also Inspirations to its regular customers (i. e. Mums and Dads, Dyers, etc. ).