Reference no: EM132927582
Filipino Entrepreneurs and Resource Network (FERN) is the distributor of a calcium ascorbic brand called FERN-C, a slimming product called FERN Slim, and a coffee product called FERN coffee. It is the market leader in the calcium ascorbic market and owns a basketball team in the Philippine Basketball League (PBL) with beauty queens and popular actresses as endorsers of their products. FERN uses a unilevel network marketing approach to promote its products. In 2008, it decided to allow its independent network leaders to sell its products to a second channel of distribution, that of making the products available in retail level, first in Watson, then to other retailers like 7-Eleven and other health services.
a. Using the perspective of the company's management, identify what are the advantages and disadvantages of this approach?
b. Using the perspective of new network members of FERN, identify what are the advantages and disadvantages of this approach?
c. What are the commonalities and differences of managing a direct sales network versus managing a key retail chain account?
d. Do you agree with the FERN dual distribution approach?
e. If you are a new member of FERN, how will you maximize your earning potential if major retail chains have been assigned or are being served by older networkers ahead of you?
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