Explain the concept of vertical marketing system

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Reference no: EM132237684

From Macy’s Website:

“Macy’s is recognized as a retail industry leader in developing private brand merchandise that differentiates the assortments in our stores and delivers exceptional value to the customer. Our brands have fully developed brand profiles targeted to specific consumers and are supported with national advertising and branded in-store environments.” “Bar III is for the young, fashion-savvy millennial customer who wants modern style for the workplace and is seeking a first wear-to-work wardrobe. The brand features the latest trends mixed with core wardrobe builders to allow the customer to create versatile looks that work from office to social outings.”

1) In your own words, explain the concept of a vertical marketing system.

2) As one of their distribution channels, Macy’s sells its Bar III private brand through its own retail stores. Which vertical marketing system does this represent? Explain why.

3) The creators of the Bar III brand are considering removing their apparel from Macy’s and selling directly to consumers through their own website. Explain in detail which major trend in channel organization Bar III is undertaking.

4) Some Macy’s stores offer food and have teamed with businesses such as The Cheesecake Factory and Ben & Jerry’s. Briefly explain which channel system this represents? What are the benefits of this channel system for all businesses involved?

Reference no: EM132237684

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