Marketing channel consists of the interdependent organizations that are involved in the process of making a product or service available for use of consumption. The marketing channel consists of sales force, internet and manufacturer’s representatives. Retailers are a part of consumer marketing channel that helps in making the goods and services available to the end users (Kotler & Keller, 2016).
In Nepal, Bhat-Bhateni Supermarket and Departmental Store is my favorite retailer. It has total of fourteen stores located in Kathmandu, Pokhara, Chitwan, Dharan and Butwal. Bhat-bhateni offers a full range of 120,000 products from 750 local and international suppliers. The products offered includes wide range of groceries, fresh fruits and vegetables; a broad range of leading international liquor, toiletries and cosmetics brands; and an extensive choice of kitchenware, clothing, sports, toys and electrical items and jewelries. In addition to the outlets, Bhat-Bhateni is providing information through its informative websites, e-commerce sites and mobile application. The recent tie up of this institution with e-sewa to start a full-fledged e-commerce site has added new horizon to its business (Bhat-Bhateni Supermarket and Departmental Store, n.d.).
Bhat-Bhateni works on horizontal marketing system. In horizontal marketing system, two or more unrelated companies put together resources or programs to exploit emerging market opportunities. Each companies lack the capacity to venture alone in the market (Mathur, 2012). Bhat-Bhateni does not have products of its own. It just acts as a place where the manufacturers sell their products and the customers buy from there. It has the authority to put the selected products in display. It can replace or discard the products as per its wish.
I think it can incorporate vertical marketing system to enhance its business. If it works in coordination with some other institutions rather than in isolation, it can expand its business even more. The vertical marketing system allows channel members to act as a unified unit for the benefit of every firms involved.
Personally, I always visit the stores of Bhat-Bhateni when I have to shop. But there are others who prefer online shopping or shopping from other means. So using multiple channels can be beneficial for the store. Segmenting the market and incorporating multiple channels for different segments can increase its popularity and scope.
Marketing channel consists of the interdependent organizations that are involved in the process of making a product or service available for use of consumption. The marketing channel consists of sales force, internet and manufacturer’s representatives. Retailers are a part of consumer marketing channel that helps in making the goods and services available to the end users (Kotler & Keller, 2016).
In Nepal, Bhat-Bhateni Supermarket and Departmental Store is my favorite retailer. It has total of fourteen stores located in Kathmandu, Pokhara, Chitwan, Dharan and Butwal. Bhat-bhateni offers a full range of 120,000 products from 750 local and international suppliers. The products offered includes wide range of groceries, fresh fruits and vegetables; a broad range of leading international liquor, toiletries and cosmetics brands; and an extensive choice of kitchenware, clothing, sports, toys and electrical items and jewelries. In addition to the outlets, Bhat-Bhateni is providing information through its informative websites, e-commerce sites and mobile application. The recent tie up of this institution with e-sewa to start a full-fledged e-commerce site has added new horizon to its business (Bhat-Bhateni Supermarket and Departmental Store, n.d.).
Bhat-Bhateni works on horizontal marketing system. In horizontal marketing system, two or more unrelated companies put together resources or programs to exploit emerging market opportunities. Each companies lack the capacity to venture alone in the market (Mathur, 2012). Bhat-Bhateni does not have products of its own. It just acts as a place where the manufacturers sell their products and the customers buy from there. It has the authority to put the selected products in display. It can replace or discard the products as per its wish.
I think it can incorporate vertical marketing system to enhance its business. If it works in coordination with some other institutions rather than in isolation, it can expand its business even more. The vertical marketing system allows channel members to act as a unified unit for the benefit of every firms involved.
Personally, I always visit the stores of Bhat-Bhateni when I have to shop. But there are others who prefer online shopping or shopping from other means. So using multiple channels can be beneficial for the store. Segmenting the market and incorporating multiple channels for different segments can increase its popularity and scope.
References
Bhat-Bhateni Supermarket and Departmental Store . (n.d.). Retrieved from Welcome to Bhat-Bhateni: bbsm.com.np/about-us/welcome-to-bbsm/
Kotler, P., & Keller, K. L. (2016). Marketing Management. London: Pearson.
Mathur, P. (2012, February 17). LinkedIn . Retrieved from slideshare.net/PranjalMathur/desig...