Once you have thoroughly reviewed the background readings,
write a four- to five-page paper giving your recommendations on
distribution strategy for the following situations:
1 2 You have recently developed a very high quality shampoo that is one
of the best in the industry. However, it is very expensive and you plan
on selling it for $250 a bottle. Only very high income individuals will be
able to afford it and you intend on it being a very prestigious product
that movie stars and models will use. Should you use an indirect or
direct distribution approach? And should you use an intensive,
selective, or exclusive distribution approach? Explain your reasoning,
and make sure to cite Richardson and Gosnay (2011) and Browne
(2013) as part of your answer.
You have started a new company that manufactures extremely
inexpensive laptop computers. The laptops are not fancy, but still allow
consumers to perform basic functions such as surfing the internet or
using basic applications such as Word and Excel. You plan on offering
the laptops for $150, and wish to reach as wide of a market as
possible. Should you use an indirect or direct distribution approach?
And should you use an intensive, selective, or exclusive distribution
approach? Explain your reasoning, and make sure to cite Richardson
and Gosnay (2011) and Browne (2013) as part of your answer.
You have started a company that allows consumers to design their
own clothes. Using your online technology, consumers can customize
shirts, jackets, and other clothing items based on patterns they draw
on their computer and their choice of fabrics and size. The designs are
then turned over to a specialized factory that manufactures the
clothing items. Should you use an indirect or direct distribution
approach? And should you use an intensive, selective, or exclusive
distribution approach? Explain your reasoning, and make sure to cite
Richardson and Gosnay (2011) and Browne (2013) as part of your
answer.
