MM150 Distribution Management

BSMM 2 CASE ANALYSIS

I Statement of the Problem

II Objectives

A case study designed to assess Alice's Dressings in terms of distribution channels with its
specific objectives:

 To assess if the distribution channels cause packaging and pricing changes.

 To identify if the different distribution channels are key to pricing and packaging
decisions.
 To evaluate the relationship of distribution channels from packaging and pricing
decisions.

III Areas of Consideration / Major Assumptions

As per the products of Alice’s restaurant distributed, prices increases.

Consider a small one-store family restaurant named Alice's, with delicious, unique, homemade
salad dressings (e.g., Pomegranate Vinaigrette, Rum-Raisin-Orange Ranch, Blue Cheese Catalina).
Initially, the dressings were only available to customers eating at Alice's. Then customers begin
requesting bottles to buy.

Strengths:

a) Well-established brand name and reputation

b) Provide an excellent customer satisfaction
c) Affordable price compared to its competitors

Weakness:

a) Inadequate knowledge about distribution

Opportunities:

a) Expand and wider customer base

b) Create relationship with distributors, retailers, and wholesalers
c) Increase sales and market share

Threats:

a) Unfamiliarity of new customers

b) Increased cost of the products due to distribution
c) Increasing cost of raw materials
d) Tax increases
e) Shift in consumers’ preferences

IV Theoretical Framework (Relate chapter framework with the case, you can use
other frameworks from other sources)
V Alternative Courses of Action (State and explain the frameworks that you use as
basis) VI Recommendation (pick one from your alternative courses of action)
VII Action Plan

REFERENCES:

https://www.open.edu/openlearncreate/mod/oucontent/view.php?id=231&section=8.6.2
https://filipiknow.net/areas-of-consideration-in-case-study/#sample-1