short essay question

Please use a two-year horizon in any calculations. You can ignore using a discount rate.

1. Which of the three distribution strategic alternatives deliver at least $20 million in sales by the end of the second year?

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2. How do the three options compare in terms of gross margin—% and $/unit? In terms of marketing investments? Profit potential?

3. What are the strategic advantages and risks of each option? What channel management and conflict issues might arise?

Financial Analysis Tips:

In preparing the Natureview case, please take into account the following costs for the various options:

Option 1: Advertising, Slotting Fees (120 SKUs), Trade Promotions (4 per year), Brokers’ fees (4% of manufacturer sales), Incremental SG&A

Option 2: Advertising, Slotting Fees (256 SKUs), Trade Promotions (2 per year), Brokers’ fees, Incremental SG&A

Option 3: Advertising, “Free Goods” at 2.5% of manufacturer sales, Brokers’ fees

In calculating manufacturer (Natureview) sales, use the Manufacturer’s Selling Price, not Retailer Selling Price.

Please note that the case states that natural yogurt sales in supermarkets will grow 20% per year and yogurt sales in natural food channels will grow 15% per year. Take these growth rates into account in projecting sales over the next few years.

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