Hobart Corporation is a market leader in the food equipment industry. The advent of the digital economy has forced the company to evaluate the need to join an e-marketplace (virtual market). Also, e-procurement initiatives by key customers in the hospitality industry pose a new array of competitive challenges. Hobart has traditionally operated through value-adding, full service distributors. It must devise a new competitive strategy and redefine many aspects of its relationship with dealers and end-users.
The case can be used in Business-to-Business Marketing, Marketing Strategy, Distribution Management, or Electronic Commerce courses, both graduate and undergraduate level.