Analyze the following case study from the Hunt Library: Ryan, K. & Barretta, P. (2018). Perry’s Ice Cream Distribution Strategy and Strategic Alliances: The 800-Pound Gorilla. (Links to an external site.) London, UK: SAGE
In the case, there are four topics (direct sales, wholesaling, marketing channels, and member functions) that you will address in their case analyses The assignment should be written in essay format with at least three sections, an introduction, body (using subject headers, address the 4 topics), and wrap-up or summary. In addition, the instructions also require a title page and reference page.
After reading the case study, address 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 competitorsâ€™ products, evaluate the two proposals. Would you recommend they use on margin or drayage, and why?