The case explains the importance of distribution partnerships and the complexity of marketing channel decisions. 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 competitors products, evaluate the two proposals. Would you recommend they use on margin or drayage, and why?