Kraft distributes Starbucks coffee in supermarkets.This is called a(n):

Question

Quizplus · Accepted Answer

A strategic channel alliance is a marketing arrangement where two or more firms join together to create a new product, service or distribution channel, in this case a partnership between Kraft and Starbucks to distribute Starbucks coffee in supermarkets. Dual distribution involves a manufacturer selling directly to consumers as well as through intermediaries. Cooperative distribution refers to two or more companies sharing distribution costs or utilizing each other's distribution channels. Integrated channel alliance is not a commonly used term in marketing.

Kraft Distributes Starbucks Coffee in Supermarkets