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| Title: | Smit's company |
| Author (s): | Fisher, Caroline Subramanian, Ram |
| Department/Lab Affiliations: | Business & Information Technology |
| Keywords: | direct marketing distribution channel growth objective manufacturer and marketer |
| Issue Date: | 2005 |
| Publisher: | North American Case Research Association North American Case Research Association NACRA |
| Citation: | Subramanian, Ram., and Fisher, Caroline. "Smit's Company.", Case Research Journal, vol. 24, no. 3, 2005. |
| Abstract: | Smit’s Company was a small, family owned manufacturer and marketer of roasted and candy covered nuts. The company sold its products through a retail store, national fund raising groups, and a catalog distributed throughout the country. The current CEO, who was the great-grandson of the founder, took over the company in 1996. The three distribution channels offered varying prospects for growth. The retail store was successful but hampered by a less than attractive location, while the fund raising business posed a number of problems such as slow growth and difficulty in retaining customers. The direct marketing (catalog) business appeared very attractive in terms of growth and profitability, but the CEO was unsure whether the company had the competency to compete effectively in this segment. Faced with limited resources, the company has to decide which distribution channel to emphasize to achieve its growth objective. More specifically, the CEO has to decide if he should make an offer on one of the two companies available for sale. |
| Type: | Article - Journal text |
| In Title: | Case Research Journal |
| Copyright Notice: | No full text allowed This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and constraints invoked by each author's copyright. In most cases, these works may not be reposted without the explicit permission of the copyright holder. FULL COPYRIGHT INFORMATION: |
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| title | Smit's company |
| contributor.author | Fisher, Caroline |
| contributor.author | Subramanian, Ram |
| contributor.deptlab | Business & Information Technology |
| subject | direct marketing |
| subject | distribution channel |
| subject | growth objective |
| subject | manufacturer and marketer |
| date.issued | 2005 |
| publisher | North American Case Research Association |
| publisher | North American Case Research Association NACRA |
| identifier.URI | |
| identifier.citation | Subramanian, Ram., and Fisher, Caroline. "Smit's Company.", Case Research Journal, vol. 24, no. 3, 2005. |
| description.abstract | Smit’s Company was a small, family owned manufacturer and marketer of roasted and candy covered nuts. The company sold its products through a retail store, national fund raising groups, and a catalog distributed throughout the country. The current CEO, who was the great-grandson of the founder, took over the company in 1996. The three distribution channels offered varying prospects for growth. The retail store was successful but hampered by a less than attractive location, while the fund raising business posed a number of problems such as slow growth and difficulty in retaining customers. The direct marketing (catalog) business appeared very attractive in terms of growth and profitability, but the CEO was unsure whether the company had the competency to compete effectively in this segment. Faced with limited resources, the company has to decide which distribution channel to emphasize to achieve its growth objective. More specifically, the CEO has to decide if he should make an offer on one of the two companies available for sale. |
| type | Article - Journal |
| type.DCMIType | text |
| rights | No full text allowed |
| rights | This material is presented to ensure timely dissemination of scholarly and technical work. Copyright and all rights therein are retained by authors or by other copyright holders. All persons copying this information are expected to adhere to the terms and constraints invoked by each author's copyright. In most cases, these works may not be reposted without the explicit permission of the copyright holder. |
| rights.URI | |
| relation.isPartOf | Case Research Journal |
| date.available | 2008-06-09T20:00:08Z |
| identifier.persist.URI |