+1 862 207 3288 Case Overview
Vix Records is considering placing recorded music into a non-traditional channel of distribution. Specifically, we are considering selling recorded music through Java Wheels, a mobile coffee retailer. Java Wheels tends to sell to younger consumers. And, younger consumers tend to be heavy users of recorded music. So, there appears to be some strategic fit there. But, our corporate parent owns a coffee retailer (Frankie’s Café). Frankie’s tends to sell to older consumers. But, we are encouraged to partner with our sister companies. So, partnering with Java Wheels may cause problems internally in our broader corporation. Finally, existing brick-and-mortar record stores may not like us seeking to expand the distribution of our products into non-traditional channels if it means we lessen their importance and, ultimately, their recorded music sales. So, do we risk alienating our existing retailers and possibly our related companies by seeking to expand the distribution of our product?
Discuss on the following topics:
• Each topic can be limited to one paragraph.
• Length of total answer can be approximately 1000 words.
1. Consumer and Trade Promotions
2. Channels of Distribution
3. Retailer Mix
4. Cross-Functional Efforts in Strategic Planning
5. Strategic Planning
6. Growth Strategies
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