A manufacturer of baked beans sells their products to end consumers through retailers, such as "IGA" Supermarkets. In this case, IGA is best described as part of which group in the microenvironment?

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BlackTom AI · Accepted Answer

When analyzing the microenvironment in this scenario, we start by identifying the roles involved in getting the product from the manufacturer to the end consumer.
Option 1: Public. This refers to any group that has an actual or potential interest in or impact on the organization, such as media, government, citizen-action groups, and local communities. In this case, the question is about a specific channel through which baked beans reach consumers, not about a public pressure group or societal segment, so this option is not correct.
Option 2: Intermediary. Intermediaries are entities that facilitate the distribution of goods from producers to customers, such as wholesalers, retailers, and distributors. Here, the retailer (IGA Supermarkets) is the channel through which the manufacturer’s beans reach end consumers, making IGA an intermediary in the microenvironment.
Option 3: Supplier. Suppliers provide the resources or inputs needed to produce goods, such as raw materials, packaging, or services. The retailer in question is not supplying inputs to the manufacturer; rather, the retailer is a downstream partner in distribution. Therefore this option misidentifies the role of the retailer in this context.
Option 4: Competitor. A competitor is another firm offering similar products or services that could take market share. Since the question focuses on the relationship in the distribution channel rather than competitive dynamics, labeling the retailer as a competitor would be inaccurate in this microenvironment scenario.
In summary, the retailer (IGA Supermarkets) acts as an intermediary by distributing the product from the manufacturer to end consumers, rather than acting as a public group, a supplier, or a competitor. This aligns with the standard definition of an intermediary in the marketing microenvironment.

MKF1120 - S1 2025 Quiz 3

A manufacturer of baked beans sells their products to end consumers through retailers, such as "IGA" Supermarkets. In this case, IGA is best described as part of which group in the microenvironment?

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