In June 2019, Izzy Originals (IO), based in Atlantic Canada, faces an important decision regarding its distribution strategy into the U.S. market. IO currently manufactures and sells an exclusive line of handmade necklaces and earrings through numerous retailers in Atlantic Canada. One of IO’s retailers complained that the market was becoming saturated, so Jones and Hunter, IO’s founding partners, are looking to the United States for further expansion. They need to decide on a distribution method – attending trade shows or hiring sales representatives.
You have been hired as a consultant to help Darla Jones and Isabelle Hunter decide on the best distribution strategy to use if IO enters the U.S. market. Their options include attending trade shows or hiring a sales force. Each option brings its own opportunities and risks, so Jones and Hunter must
balance the qualitative factors with the quantitative factors when making their decision.
The report should be presented as a business case. It requires a cover page (the cover page does not count toward the total page limit), introductory paragraph, body, conclusion, and appendices.
The report should be no longer than four (4) pages, plus an additional three (3) pages of appendices to present your analysis.
The following questions should be addressed/answered in the report and/or appendices: