Distribution: From Creator to Customer
Distribution
From Creator to Customer
Introductory Situation/Question
Have you ever been faced with a ‘good’ problem? What type of ‘good’ problems could businesses have?
Objectives:
1. Explain the nature of channels of distribution
2. Explain the nature of channel members’ relationships.
3. Explain the nature of channel strategies
4. Select channels of distribution
5. Explain the shipping process
6. Explain storing considerations
7. Explain the nature of warehousing
When your bread is better than ‘sliced bread,’ you’ve got to sell to everyone! This bread is really good – it’s multi-colored, multi-flavored, low in fat, high in flavor, it’s healthy, and most of all, it’s simply fun to eat. Everyone loves this bread! Your students are faced with having discovered a wonderful product and living up to its demand. This year’s marketing distribution goal is to enable every bread eater in the United States the opportunity to buy this bread. Students must determine how to get their great bread to every potential consumer. Their new bread recipe has been discovered in their only bakery, located in Kansas City, Missouri. They must consider the environment of shipping their product, the channels of selling their product, and what it will take to meet this year’s marketing goal. Solutions are numerous and if each team doesn’t come up with a distribution plan … they’re toast!
Pair students to work together and give them the student handout.
Teacher Update #1: As with any business endeavor, plans change from one minute to the next regarding various factors. After students have worked for a short time on their distribution strategy, tell them you’ve just rec’d a fax from a unique channel member that might change their plan. Tell them a national restaurant chain (name one they like) has found out about their bread and wants to use it for a new sandwich they are adding to their menu. How can this fit into their plan? Suggest both pros and cons and then offer a solution.
Teacher Update #2: Tell them their distributor of plastic tie bags for the bread has just called. A new bag is now available to ship bread and it will withstand high temperatures and keep the bread fresh.
See the student handout for the grading rubric.
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Teacher
Instructions
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