In Kiehl’s since 1851 HBS case study, I have to answer this question: what would the optimal channerl structure for Kiehl’s look like in five years in line with its goal? In addition to specifiying the role for e-commerce as referred to in the previous question, how many Kiehl’s Free Standing Sotres and independent retailer “doors” would you recommend? Kiehl’s sales are now generated: 48%-FSS, 42%-Retailed Parners and 10%-E-Commerce. What should this look in five years? What role does each channel play?
Optimal channerl structure
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