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Factory Direct Selling by Cironi's Sewing Center.
Member rating: No Rating | Words: | Submitted: Fri Jan 28 2005
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Case 3.4 - Factory Direct Selling by Cironi's Sewing Center 27 October 2004 MKTG 4354 Background Joe Fulmer was the first to run a factory-direct-to-consumer (FDC) warehouse sale in the sewing machine industry. After seeing the success of one of Fulmer's event, Tony Cironi committed Cironi's Sewing Center to doing an FDC with Viking-White Sewing. However, after performing a post-sale evaluation, Cironi learned that he made very little profit ($5,750) compared to his total sales of $91,000. Cironi was disappointed by profits and had begun to develop concerns about the ethics of FDCS and their long-term effects on independent sewing machine dealers. Cironi had not participated in another FDC thus far. Singer Sewing Machine Company has proposed a FDC with Cironi's Sewing Center. Cironi is questionable of running another FDC because of his prior disappointment with Viking-White Sewing. However, Cironi agreed to meet with a Singer representative to discuss the terms...
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