Boundaries

Kreative Works: Extending the Boundaries Case Solution

Case Solution & Analysis for Kreative Works: Extending the Boundaries by Tuhin Sengupta, Priyavrat Sanyal, Vishal Kakkar.

Complete Case details are given below :

Case Name :      Kreative Works: Extending the Boundaries
Authors :           Tuhin Sengupta, Priyavrat Sanyal, Vishal Kakkar
Source :              Ivey Publishing
Case ID :           9B16M210 / W16830
Discipline :        General Management
Case Length :    10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In April 2016, the owner of Kreative Works, a small-scale furniture manufacturer in Lucknow, Uttar Pradesh, India, decided to expand his company’s product line in response to increased market competition and a shift in consumers’ buying patterns and preferences. The intent was to extend the company’s market reach from its traditional target of educational institutes and offices to a consumer market by marketing a premium lounge chair and a family of dining chairs. The owner also wanted to expand the market geographically. Kreative Works did not have the capacity to open multiple retail outlets. Given these circumstances, should the company market its new product line in a single retail outlet or through an exclusive dealer or distributor (a centralized channel structure), or by distributing its products through multiple distributors or retailers (a decentralized channel structure)?
 
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