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Subject category: Marketing
Authors: Cheri T Marshall
Published by: Harvard Business Publishing
Originally published in: 1981
Version: 30 April 1984
Length: 16 pages
Data source: Field research

Abstract

Gold Toe has an exclusive distribution policy. Its men''s socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the business. Key teaching issues: distribution channel management; links between distribution strategy, competitive strategy, and cost structure; nature and replicability of branding; and the appropriateness of high-profit goal in face of increasing competition.

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Abstract

Gold Toe has an exclusive distribution policy. Its men''s socks are sold only through one department store per city. Executives are trying to decide whether, and how, to widen distribution and to determine what impact broader distribution would have on the nature of the business. Key teaching issues: distribution channel management; links between distribution strategy, competitive strategy, and cost structure; nature and replicability of branding; and the appropriateness of high-profit goal in face of increasing competition.

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