In Class, 10-25 Minutes for Teams As the one-personmarketing depanment for a candy manufacturer (yourfirm makes high-quality, hand-dipped chocolates using only natural ingredients), you are considering making changes in your distribution strategy. Your products have previously been sold through a network offood brokers that call on specialty food and gift stores.But you think that perhaps it would be good for yourfirm to develop a corporate vertical marketing system(i.e., vertical inte<Jration). In such a plan, a numberof company-owned retail outlets would be openedacross the country. The president of your companyhas asked that you present your ideas to the companyexecutives. In a role-playing situation with one of yourclassmates, present your ideas to your boss, includingthe advantages and disadvantages of the new plancompared to the current distribution method
In Class, 10-25 Minutes for Teams As the one-person
marketing depanment for a candy manufacturer (your
firm makes high-quality, hand-dipped chocolates using only natural ingredients), you are considering making changes in your distribution strategy. Your products have previously been sold through a network of
food brokers that call on specialty food and gift stores.
But you think that perhaps it would be good for your
firm to develop a corporate vertical marketing system
(i.e., vertical inte<Jration). In such a plan, a number
of company-owned retail outlets would be opened
across the country. The president of your company
has asked that you present your ideas to the company
executives. In a role-playing situation with one of your
classmates, present your ideas to your boss, including
the advantages and disadvantages of the new plan
compared to the current distribution method
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