SCENARIO
A car audio manufacturer has developed a car stereo system that incorporates the latest technology. The manufacturer has decided to use two distribution channels. One channel is to move the product from manufacturer to auto makers who will install the product in new cars. The second channel is to make the product available to consumers through electronics specialty stores. The manufacturer realizes that the channels will differ in terms of length and channel membership.
Write an essay (2-3 pages) addressing the following:
A. Discuss the importance of choosing appropriate channel members.
B. Identify and list at least 5 criteria that the manufacturer should use when evaluating potential intermediaries for the firm’s distribution channels.
C. Discuss each criterion that the car audio manufacturer should use when evaluating potential intermediaries for the firm’s distribution channels.
Sample Solution
