http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
deciding on an intensive distribution model
Home Bakery is a popular chain of sweetshops and restaurants in Gurugram, a city in the northern Indian state of Haryana. It had set up a new bakery unit to expand its production capacity by mass-marketing its products. The objective of Home Bakery was to leverage the brand name it had been able to build among residents of Gurgaon (the former name of Gurugram) through its sweetshops. Home Bakery planned to grow demand by increasing the availability of baked items such as cakes, breads, and stuffed rolls in retail stores near consumers. The objective of the distribution channel was to allow more people to access their favorite home brand conveniently and reliably. Karan Rao, the general manager of Home Bakery, has to decide between three intensive distribution models: selling through the wholesale market; selling through a distributor network; or selling through the firm's own sales force directly to the retailers. Students will be asked to evaluate the three options, while considering the objectives and constraints of Home Bakery.