Problem:
Market scope refers to how broadly an organization views its target market. At one extreme some businesses try to appeal to most consumers in the market. At the other extreme a company may only focus on a small portion of the market. What are some advantages and disadvantages of both strategies? What would be considered to be the best approach when determining an organization's market scope?
Can you provide me with an example organization and the company's channel of distribution. Is it a single or multiple channel strategy? Provide rationale for the strategy. How was buyer preferences used to determine the channel strategy?