Question 1:
Fender Musical Instruments Corporation (FMIC) is a privately-owned American
company that manufactures worlds famous guitars for amateur and professional
electric guitar enthusiasts. They manufacture their premium electric guitars for the
world. After 76 years in the guitar business. Fender has decided to examine its
approach to marketing and distribution comprehensively. As part of that process, the
company has asked you, in your role as an independent consultant to set new
distribution objectives.
Question
In this scenario, what are some of the key issues you will need to address in carrying
out your assignment as an independent consultant to set new distribution objectives?
(7.5 marks) (400 words)
