I created an analysis of Merton Industries Communication issues. This case dealt with Marketing Communications. The presentation summaries the case and then enters the issues that Merton Industries was experiencing along with a set of recommendations that I suggested in reference to Marketing Communications.

1. Presented by:
Amanda Walton

2.  Distribution Channels:
 Direct Distribution- Manufacturers sell directly to
retailers. Usually has established sales offices
 Wholesale and Retail Consolidation- retailers combine
purchases with other retailers or wholesalers to get a
discounted price for quantity
 Forward Integration into Retailing- Manufacturers hold
their own retail stores
 Residential Carpet and Rug Replacement
marketing issues
 Market share after the 1980’s mergers,
bankruptcies and acquisitions.
 Carpet and rug has maintained the largest market share.

3.  Privately held manufacturer for residential
segment of the carpet market.
 Currently distributes its line through 7
wholesalers throughout the US. Wholesalers
supply over 4,000 retailers.
 Current marketing strategies: Ads in shelter
magazines and newspapers.
 Suzanne’s proposition paper on distribution
channel.