As the one-person marketing department 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 (that is, vertical integration). In such a plan, a number of companyowned 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, present your ideas to your boss, including the advantages and disadvantages of the new plan compared to the current distribution method.