Consider what you've learned about Elizabeth Arden's distribution strategy. Where would you expect to find your beauty products for sale? Why would Elizabeth Arden add to its distribution strategy by offering its prescription skin care line exclusively at physician's offices? Would this increase the confidence of consumers to know that this line is carried in this environment?
Review the reasons for their decision to sell their products through prestige retail, spa, and now the professional skin-care market. How might this decision enhance their long term values? After reading through the various methods of distribution in this module, what factors do you think are important in understanding Elizabeth Arden's future distribution decisions?
After you have read through the entire case study, post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fifth question, respond as though you are the marketing manager of this company.
- What is the decision facing Elizabeth Arden?
- What factors are important in understanding this decision situation?
- What are the possible alternatives? Fully describe at least two.
- Pretend you are the marketing manager at Elizabeth Arden. What decision(s) do you recommend?
- What decision(s) do you recommend? What are some ways to implement your recommendation?