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Richardson, N. & Gosnay, R. (2010). Chapter 6: Right time, right place, right quantity, right condition. Creating Success: Develop Your Marketing Skills. Kogan Page Ltd., London, GBR.
Paley, N. (2007). Chapter 10: How to manage your distribution strategy. Marketing Strategy Desktop Guide (2nd Edition). London, GBR: Thorogood, London, GBR
As with all of the case assignments, make sure you’ve thoroughly reviewed both the Pearson tutorial and the required book chapters before starting on your paper. Make sure you thoroughly understand the concepts of intensive, exclusive, and selective distribution. Also, make sure you understand the concepts of direct versus indirect distribution.
For this assignment, you will be making recommendations for various situations as to what kind of distribution strategy a company should take. For each of the situations below, consider the pros and cons of each type of distribution strategy. Richardson and Gosnay (2010) and Paley (2007) both have detailed discussion of the pros and cons of extensive, intensive, and exclusive distribution and guidelines on whether to an indirect or direct distribution approach. Make sure to make use of both of these readings in your answer. But don’t just summarize these two readings, instead apply their concepts to your recommendations.
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:
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