個案資料
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K9FuelBar: An Energy Treat for Dogs
內容大綱
In 2015, a nutritionist and dog lover developed a new canine energy bar called K9FuelBar. This product was made of all-natural, non-genetically modified, organic ingredients. In doing some investigation, the product's developer realized there could be a small, but sufficient, market to make her product commercially viable. At this point, she needed to evaluate and decide on the best method of distribution for her product. She identified multiple distinct options, each with different qualitative and quantitative issues to consider. The owner of K9FuelBar needed to decide which option to pursue and to develop an overall market communication program to support her product.
學習目標
The case was designed to be used in the distribution module of an introductory marketing course or early in a course focused on distribution issues. This case can be used at the undergraduate or graduate level. After completion of the case, students will be able to do the following:<br><ul><li>Identify the wide variety of distribution alternatives open to many businesses.</li><li>Identify and evaluate a number of qualitative factors in assessing distribution options.</li><li>Analyze the quantitative issues in assessing distribution options.</li><li>Understand the difference in potential market reach provided by different distribution approaches.</li><li>Understand the importance of achieving an adequate contribution margin to support the fixed costs associated with certain distribution options.</li></ul>