I was asked to comment about Apple's recent warning to their resellers on the iPAD saga. The story got killed in the end. I guess they realised the scope of the article is lacking.
My responses however-
1) A company’s channel decisions and strategy directly affect every other marketing decision. Authorised resellers and distributors are important partners that help make a product or service available for use or consumption by the consumers.
When a company announces the launch of a new product, the company needs to synergise its communication messages with the actual situation that is taking place in the market.
When products are seen in the market (before the actual launch), it might create confusion for consumers as they might be wondering why goods are floating in the market before the actual launch. Moreover, consumers might not be able to tell the differences between parallel imports and products that are sold officially from the sales company.
2) The other possible reason could be a reflection of their channel distribution strategy. A company needs to be fair to all its channel partners; by sounding a warning to some who didn’t abide by the rules, it showcase the company’s commitment towards a fair and transparent distribution approach. This would enhance the credibility and goodwill amongst its partners and stakeholders.
Any views?
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