Sally Williams Fine Foods: Getting to Market

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CASE STUDY. Dries Pretorius, national sales manager of Sally Williams Fine Foods, a small manufacturer of luxury nougat, was furious.

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Sally Williams Fine Foods: Getting to Market: Abstract

Sally Williams Fine Foods: Getting to Market is a case study by Yvonne Saini and Stephanie Townsend.

Dries Pretorius, national sales manager of Sally Williams Fine Foods, a small manufacturer of luxury nougat, was furious. It was May 2007, four years since Sally Williams had first appointed its distributor and the thermostat at the distributor’s warehouse had failed. As a result, his product had spoiled and he had to recall almost all of it. This was not the first mistake the distributor had made and Pretorius knew he had to make a change. Should Sally Williams bring distribution back in-house or continue to outsource it, he wondered. And if the decision was to outsource, what should the company look for in a new distributor?

Teaching objectives

To develop an understanding of the principles of effective distribution and the role that distribution plays in the marketing mix.

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Teaching Notes are only included with the « Licence Enseignement par professeurs/Teaching License« .

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