lOMoARcPSD|19083725

“ASSIGNEMT 1”

Clarks flower case study

COURSE TITLE
DISTRIBUTION & CHANNEL MANAGEMENT
INSTRUCTOR
DR. FAIZAH QAMAR
SUBMITTED BY:
KASHIF SHAHID
ID: 59663
 lOMoARcPSD|19083725

Q1. What factors underlie the traditional wholesaler’s role in the marketing
channels for floral products?
The factors which underlie the traditional role of the wholesaler in providing
marketing channel for the floral products are as follows:
 The shipment of the product in the shape of a box is not creative in appearance.
It will tend to create lack of appearance in packing material. The quality of the
packaging material should be good as well for the sale of a product.
 The reliability of the product in the market is important. The quality of the floral
product should be good. The marketing of the product should involve connection
of the product to maximum number of people.
 The multi connectivity of the retailer needs to be done. The product must be
distributed to maximum number of retailers so that the product is available in the
market at maximum number of places.

Q2. Have these factors changed significantly in the twenty-first century?

Yes, these factors have changed, mostly due to E-Commerce. Why would a grower go
through broker/importer and a wholesaler and a retailer to get their product to the
customer? Instead, a grower can by-pass these options by working with dot com
intermediary and then to the ultimate customer. By doing this, growers can provide
their product directly to the intermediary and avoid some unnecessary costs and risk.
As we move forward, I think this will become even more of a challenge for
wholesalers. New technology such as downloadable apps and easy to remember dot
com sites have become a competition for wholesalers.

Q3. Do you think the traditional wholesaler will or should be largely

disintermediated from floral marketing channels? Explain your rationale for
disintermediation of the wholesaler or the need for the wholesaler to remain in
the channel.
No, I do not think wholesalers should be disintermediated from the floral marketing
channel. The first reason is because they provide an alternative source. They set
themselves apart from the dot com business by the other services. They know the
importers and growers, they know the business and have the ability to provide a
consistent service and quality products in the manner that the retailer demands. I think
they should remain in the marketing channel because they keep the floral market
competitive by offering retailers choices like variety, packaging, refrigeration and
many other services that growers and dot com companies are not ca