A Dilemma Between Channel Negotiation Power and Profitability
| Autor: | Mei-lan Huang, 黃美蘭 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The case is description about a supplier faces a problem on a channel requested to do deeper promotion. How the supplier to make a best decision to reduce profit impaction? The retailers are competition due to retailer density is very high in Taiwan and channel conflict is always happened. Supplier needs to think how to reduce the channel conflict and then get an acceptable profit. Channel power is stronger for many years, because distribution is a key to drive sales and brand exposure. This is why the trade expense was increased more and more by retailers. How supplier to get enough profit under product cost and trade expense was increased? Wal-Mart is biggest retailer in US, the supplier who support Wal-Mart has been went out of business because they cannot get enough profit from Wal-Mart. We should to think about this case, if we follow it, how many suppliers will be faced same situation. How the supplier to do to get profit to continue running business? What is a relationship between channel and supplier? They should be relied on each other. How do supplier’s strategy to reduce the channel conflict because they are facing the competitive among retailers. How to use the consumer insight on marketing strategy and channel decision? Through the brand power and channel power to make the profitable eco-business system and best product value to consumers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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