The case explains the importance of distribution partnerships and the complexity of marketing channel decisions. After reading the case study, address the following topics:
Answer the following topics
- What are the potential pros and cons of Perry Ice Cream’s direct sales distribution channel?
- What are the potential pros and cons of collaborating/partnering with this national brand?
- Evaluate the marketing channel options and describe the value channel members provide.
- Assuming that Perry’s leadership decides to carry the competitors’ products, evaluate the two proposals. Would you recommend they use on margin or drayage, and why?
