Fender Musical Instruments, a manufacturer, is best known for its electric guitars and amplifiers. After 70 years in the guitar business, Fender had recently started selling directly to consumers via its website. The company will continue to use independent retailers such as the Guitar Center, a national chain, and small, local musical instruments stores such as those found in Nashville, Tennessee. Some of the retailers have sold Fender products for over 50 years and are worried about Fender’s new channel approach.

1. In your opinion, do the independent retailers have anything to fear in relation to Fender’s decision? Discuss.

2. DRAW a marketing channel structure

Also, state the list of players that are mentioned in this scenario.