Crafton Industries Case:
1. How might you characterize the carpet and rug industry and Crafton Industries competitive position in that industry?
2. What are the pros and cons of a wholesaler versus a company wide distribution system?
3. What are the economics of the wholesale versus company distribution system?
4. Can Crafton afford the conversion?
Please note: the mere act of answering these questions does not constitute a complete case analysis. You must integrate your answers to these questions into a strategic marketing analysis framework.