What is distribution intensity?
Assume that you are a new manufacturer of running shoes. What are your potential customer expectations? Where do your competitors do business? What sort of distribution intensity do you feel is appropriate and why?
Now assume that you are a new manufacturer of perfume. What are your potential customer expectations? Where do your competitors do business? What sort of distribution intensity do you feel is appropriate and why?
What are some advantages of intensive, exclusive, and selective distribution?
Does Nike pursue an intensive, an exclusive, or a selective distribution intensity strategy? Would you suggest any changes to this strategy?
As a manufacturer, what would be a reason for using each of the following retailers? Full line discount Specialty Category specialist Department Drug Off-price Extreme value Supermarket Supercenter Convenience store Warehouse club
Which retailer types would you choose for your new athletic shoes?
What about perfume?