Tina is a young entrepreneur who is launching a new line of environmentally friendly (green) beauty products. She is taking some strategic decisions regarding the "place" for her marketing efforts. a) Should she sell through a physical/traditional store or an online/Internet store? Explain two key benefits of each channel for her business. b) Suppose she decides to follow an omnichannel approach, through both a physical and an online store. What are the four issues/challenges that she should address in order to have an effective omnichannel retail strategy? (Hint: Chapter 16 lecture notes, page 16-24) How should she approach each one? Explain how each challenge relates to her products and how to manage each one. c) Suggest an additional channel through which she should consider selling her products, apart from a physical and an online store. Describe this channel and how she should implement it, and justify why it would be beneficial to her business.
Tina is a young entrepreneur who is launching a new line of environmentally friendly (green) beauty products. She is taking some strategic decisions regarding the "place" for her marketing efforts.
a) Should she sell through a physical/traditional store or an online/Internet store? Explain two key benefits of each channel for her business.
b) Suppose she decides to follow an omnichannel approach, through both a physical and an online store. What are the four issues/challenges that she should address in order to have an effective omnichannel retail strategy? (Hint: Chapter 16 lecture notes, page 16-24) How should she approach each one? Explain how each challenge relates to her products and how to manage each one.
c) Suggest an additional channel through which she should consider selling her products, apart from a physical and an online store. Describe this channel and how she should implement it, and justify why it would be beneficial to her business.
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