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What are the challenges for a startup in finding distribution? How do these challenges compare to those faced by a large company when it introduces a new product?

Case Analysis Assignment

Discussion Questions

1. Analyze Lamar’s development of Hylux from the idea stage to product prototype.

2. What are the two main customer segments as determined by Lamar? What are the implications for distribution depending on which segment he targets?

3. What are the challenges for a startup in finding distribution? How do these challenges compare to those faced by a large company when it introduces a new product?

4. What are some of the distribution outlets that are best suited for Lamar’s products? What are the different distribution alternatives he has tried? In what way is he being stymied and why?

5. Analyze how long it may take Lamar to raise money for his business. How would this impact his possible agreement with a midsized wholesaler?


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