Routes to Market

It is evident from the case analysis that Foxy Originals which is a Canadian jewellery company, is planning to enter US jewellery market in order to penetrate in a market which is 10 times bigger than Canadian jewellery market. The company is currently lacking a well-defined marketing plan and it is in dilemma to select an appropriate distribution channel to enter USA jewellery market. Now the question is that, would Foxy Originals attend trade shows or hire sales representatives in order to distribute products in USA market? The essay will try to find the answer of this pertinent question. The study will use cost-benefit analysis for each of the viable distribution strategy in order to ratiocinate the recommendation.

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