In distributing its iPad personal computers and mobile phones Apple considered three channels

ALTERNATIVES

a) Entering into distribution agreement with independent third parties (Macys*, Bloomingdales, Saks…), thereby, generating high volumes and savings on retailing costs;

b) Build own retail outlets in high visibility areas. This approach gives greater control over brand, but involves high capital investments and

Discuss how you would evaluate each of the above alternatives

c) –costs (explicit and implicit),

d) - benefits (implicit and explicit),

e) -risks/uncertainties.

f) -what limitations do you assess with the methodologies you have used to evaluate the alternatives.