Marketing channels & strategy.  To the best of your ability, outline the marketing channels of WhatsApp offering as they currently exist. Most product and service offerings will have more than one channel, so your system should include at least two; for example (1) a direct channel for internet sales: manufacturer --> customer; and (2) an indirect channel such as manufacturer --> distributor --> wholesaler --> retailer --> customer. If your product or service only has only a direct channel, explain why. Would this channel strategy change as a result of your new target market? Why or why not?

 

• To the best of your ability, outline the marketing channels of WhatsApp offering as they currently exist. Most product and service offerings will have more than one channel, so your system should include at least two; for example (1) a direct channel for internet sales: manufacturer --> customer; and (2) an indirect channel such as manufacturer --> distributor --> wholesaler --> retailer --> customer.

WhatsApp uses both direct and indirect marketing channels to distribute its products to the target customers. The direct channel of WhatsApp to distribute its product directly from the official website where customers could access the direct links for accessing the product (application).

Direct channel of WhatsApp (official website): The direct channel or website of WhatsApp is mainly used for downloading the application for personal computer (both Mac and Windows based).

Indirect channel of WhatsApp: WhatsApp also uses indirect distributors for its product. These distributors primarily include Google based Play store and Apple based App Store. From these two platforms, WhatsApp ensures its product delivery and brand presence to its customers.

• Would this channel strategy change as a result of your new target market? Why or why not?

WhatsApp targets and offers its products to all individuals who have any smart device (phone, laptop, tablet etc.) connected to internet and need a platform through which they could manage their communications and connectivity with their friends, family, customers/clients (through WhatsApp business application) and anybody else. WhatsApp currently is serving all these target customers.

New target market for WhatsApp could emerge in terms of geographic segments in result of increasing access to smart devices and internet connection in developing countries. If these kind of new target markets are considered, then WhatsApp would not require to change its marketing channels with the addition of new target customers or markets.

Another possibility is if some new operating system emerges in future. Like Apple devices are based iOS and all other majority of devices are based on Android by Google. If, for example, some new operating system emerges in future taking a proportion of some smart devices' users toward it, then in this case, WhatsApp would need to modify its marketing channel by adding new distributor for its product delivery and availability to customers.

But overall, WhatsApp would not require to make any changes in its marketing channels in the result of new target markets in future because of the nature of its product. WhatsApp is digital product that does not need any physical channels or distributors for establishing its distribution systems. This is because, WhatsApp would not require to make any changes in its marketing channels.