. Your family runs a specialty ice cream parlor, SCOOPS. The company manufacture

Question

. Your family runs a specialty ice cream parlor, SCOOPS. The company manufactures its own ice cream in small batches and sells it only in pint-sized containers. After someone not affiliated with the company sent six pints of your ice cream to a popular talk show host, she proclaimed on her show that it was the best ice cream she had ever eaten. Immediately after the broadcast, new orders for your ice cream brand came flooding in, overwhelming your small-batch production schedule and your limited distribution system. The company's shipping manager thinks she can handle it, but you disagree.

List the reasons why you need to restructure your channel of distribution! Explain!!

Decide which distribution intensity level-----intensive, selective, or exclusive-----is used for the following products, and explain why:

Explanation / Answer

Reasons to restructure the channel of distribution are:-

1. Current distribution size is designed to supply pint sized quantity and is not capable to take on the large size orders.

2. Restructuring includes supply and storage because to meet the high demand, supply need to be quick that requires increased storage space.

3. Also getting broadcast means orders from other regions as well where supply isnot happening as of now.

So there is a need to restrucre the existing channel of distribution.

Exclusive is the distribution intensity level is to be used for the same reasons mention above. Also ice cream is a product having short shelf life and the state in which it is bought and consumed.

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