Gril-Kleen Corporation Case Analysis

James Bayly Gallagher
MGT350
University of Maryland University college

Q1. What alternative methods of distribution of the product should be considered? What would be the most effective means of distribution given the present company situation?
Ans. Distribution is for the facility of the customer. It makes sure that the product is available for the customer to buy when needed. The availability of any product should be inline with other variable of the marketing mix (Hisrich, Peters & Shepard, 2008). Grill-Kleen, is typically an industrial product. It is evident in the case however that its uses are far more reaching than its single current use as currently marketed by the corporation. Since the customer base is not too dispersed over a wide geographic area, Grill-Kleen, for its current market of restaurants would best be sold directly to them through a sales force. This is the technique employed currently by other big firms as well. Although it might be expensive to train and pay a sales force, this will result in higher profits and market recognition of the market. If traditional distribution channels are used, the product would then be sold at a higher price to the end customer resulting in lesser profits for the firm itself. Secondly, Grill-Kleen will have to hand over the distribution to the middlemen and risk letting go the ownership of the distribution channel. Gril-Kleen should thus concentrate on trying to establish a sales force and being a fairly new venture, direct sales are the best strategy available to them in the restaurant business. Grill –Kleen would have to adopt a direct sales strategy for the industrial sector as that is the preferred method of selling in such markets. In the boating market however, the best method would be to use channels and middlemen so that the