value chain strategy
DESCRIPTION
strategic marketingTRANSCRIPT
Agents%brokers
Wholesalers% distributors
Retailers Retailers
Samsung
Goal of moving from cheap imitative electronics products to a cool brand
Feature-packed products Products removed from shelves of Wal-
Mart and Target and positioned with higher-end chains like Best Buy and ircuit ity
!amsung competes through hardware innovation" product customi#ation and speed
music players
better understand market trends
market learning
A . C
Re"lon cosmetics Caterpillar e0uipment
Control considerations
2egal constraints
Channel a"ailability
be used
Sales forecast ', years) 6(7 million 6,7 million
Forecast accuracy 8igh Medium to lo$
Estimated costs 6( million9 6,:; million99
Selling E+pense 'cost%sales) (7< (,<
Fle+ibility =ood Fair
9 Includes >< commission plus management time for recruiting and training representati"es:
99 Includes 6(77?777 for (7 salespeople? plus management time:
Physical disti"ution management
8ome country Foreign country
&omestic producer or marketer sells to or through
#pen distribution "ia domestic $holesale middlemen
E+porter Foreign agent or merchant $holesalers
Foreign retailer
marketing
% +,cessive inventories
% Too many new products
% 01alue2 pricing replaces promotions
% ontinuous replenishment and cross-docking
% /nternet-based network for supplier-buyer trading
;: Responding to 3ull !hrough the Supply Chain
: !he 3ursuit of 3erfection