Final answer:
Ocean Spray's decision to distribute Craisins in various retail platforms involves a marketing strategy decision, targeting widespread product availability and convenience, similar to the franchise model used by companies like Coca-Cola.
Step-by-step explanation:
When Ocean Spray decided to make Craisins available in convenience stores, supermarkets, and vending machines, they were involved with determining marketing strategy. Making their dried cranberry snack food widely available in various retail formats is an example of market orientation and reflects strategic decisions about product distribution. This approach is akin to how Coca-Cola operates by manufacturing concentrates centrally and allowing franchisees to produce the final product in various locations. It enables consumer-ready availability, taps into the convenience trend, and adheres to the efficiency of transporting goods closer to the point of consumption to minimize costs.
Businesses, in their pursuit of reaching national markets, often consider the franchise model or expansion of product availability to improve market penetration and brand consistency. They focus on the physical aspects of the products, the prevailing consumer attitudes towards availability and convenience, and the influence of their location on sales volume and distribution capabilities. Strategic decisions in these areas are critical to ensuring that companies like Ocean Spray can capitalize on market opportunities and consumer preferences.