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Perry Ice Cream Distribution Strategy and Strategic Alliances Analysis
Subject
Writing
Question Description
Analyze the following case study: Ryan, K. & Barretta, P. (2018). Perry's Ice Cream Distribution Strategy and Strategic Alliances: The 800-Pound Gorilla. (Links to an external site.) London, UK: SAG
The case explains the importance of distribution partnerships and the complexity of marketing channel decisions. After reading the case study, address the following topics:
What are the potential pros and cons of Perry Ice Cream's direct sales distribution channel?
What are the potential pros and cons of collaborating/partnering with this national brand?
Evaluate the marketing channel options and describe the value channel members provide.
Assuming that Perry's leadership decides to carry the competitors’ products, evaluate the two proposals. Would you recommend they use on margin or drayage, and why?
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Abstract
Perry’s Ice Cream is a manufacturer and distributor of ice cream. They also offer distribution services to other frozen food products (such as pizza), including national brands. They offer the benefit of direct store delivery (DSD), a valuable perk for frozen consumer goods. They are approached by a national brand of ice cream that is a direct competitor. They must decide whether or not to distribute a competitor's product, and if so, what method of strategic alliance is optimal.
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