The first key component of the Snap-on marketing strategy is direct selling. Such mechanism presented products directly to the final consumers and followed indirect selling which did not justify the company’s expectation. Indirect selling still remains the cornerstone of the Snap-on marketing plan and helps the company to avoid huge advertising expenditures. The second component is developing different distribution channels: mobile van franchises, company-direct, distributors and the Internet. The third key component is choosing one specific target market which is blue collar and focusing on the specific customer without expansion into other potential business areas. The forth main ...
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