Burton Snowboards, which was founded in 1977 by Jeff Burton, is the world's leading producer of snowboards and snowboarding-related gear. Burton began as a snowboarding manufacturer and has expanded its product line to include weatherproof clothes, boots, and a variety of snowboarding gear, as well as snowboards. Retail stores place orders with manufacturer representatives before the winter snowboarding season.
Burton does not maintain a large inventory because it attempts to produce its snowboards on demand. It works closely with retail stores to ensure that the store employees have some knowledge about the snowboards. Burton listens to the feedback that stores receive from customers so that it knows what customers want.
Burton also provides advertising signs and promotional brochures to the stores to promote its image. It offers support over the phone if store employees have specific questions about the products it offers. In addition, Burton has a website that provides extensive information to customers and answers their specific questions.
Questions
1. How does globalization affect Burton's target distribution system?
2. How does Burton use the Internet to improve the efficiency of its distribution system?
3. Why is it important for Burton to screen the retail stores that may sell its snowboards?