Case Study Essays
How is the industry segmented?
The industry is segmented through large and small …show more content…
Following pros and cons of Crafton direct selling are:
Pros * Wide distribution, size, exposure, number of outlets, increased sales volume * Aggressive marketing and upsell opportunity. * Can offer personal consumer assistance * Create markets * Post-sales service, added personal service * Consumer will know Crafton directly and will be trusted * More hands-on for customers * Increased profit margins and decrease reliance of wholesalers
Cons * Long channel—lots of work to build network and complexity of building network will be observed by Crafton. * It will be an expensive option as compared to distributor selling * Store reputation will vary on customer service and product quality * Poor customer service offered by Crafton will leads to bad impression. * High employee turnover will be possible because of need to require additional employees
What functions do wholesalers provide a manufacturer like Crafton? A) How are these functions provided when a wholesaler is eliminated? B) Who will perform these functions if there are changes introduced in the channel of distribution?
Wholesalers acquire goods from a manufacturer like Crafton and they hold them in a distribution center and then sell them to retailers. A