A marketing research organization made contact with a major consumer food company (Barilla) to conduct a large scale segmentation study with the objective of improving market share.

1) The Researcher after following the processes came to a conclusion that problem is not market segmentation buy it is distribution

2) The Researcher pointed that the main problem is lacking an effective distribution system, because of their market share is limited.

3) For resolving this distribution problem it requires a simple approach and this will reduce the cost and expenses of the project and research firm profits.

What should the researcher do?