This case is best used as an introduction to distribution channels in an industrial setting as it highlights their necessity in bridging the gap between production and use. As such, it is also applicable for classes on new product introductions and industrial/business to business marketing. This case introduces the concept of the intermediary (Distributors and Outfitters), the functions they perform (promotion, ownership, inventory, etc.) and their financial model (discount off the final suggested price). The case can take 15 minutes or two hours depending on how it is used and the audience.
Steel industry, intermediary (distributors and outfitters), industrial, business to business marketing
Business Administration, Management, and Operations | Marketing
Executive Education; Postgraduate; Undergraduate
Singapore Management University