An Arizona-Based High-Technology Firm, Three Five Systems, Produces Component Parts

question 1

Essay

An Arizona-based high-technology firm, Three Five Systems, produces component parts that are sold to cellular phone manufacturers as well as a diverse set of customers across several different industry sectors. The firm uses a corporate sales force for large customers, like Motorola, and relies on a mix of manufacturers' reps and/or industrial distributors to serve small and medium-sized customers.
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The top management team at Three Five Systems would like you to conduct an audit of the firm's channel strategy. These executives are concerned that rapidly-changing customer needs have created important gaps in the firm's market coverage and market offerings. Describe the specific steps that you would follow in conducting this audit and highlight the particular questions that you would emphasize in the assessment.

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Definitions:

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