COMMERCE 2MA3 Chapter Notes - Chapter 13: Arena, Multichannel Marketing, Giant Tiger
5 Dec 2016
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Document Summary
Sits at the end of the supply chain. Set of business activities that add value. Multichannel strategy: selling in more than one channel (eg. store, catalogue, kiosk, and internet) Choosing retail partners: retailers create value by pulling together multiple manufactures and providing products in a variety of specifications. Manufactures must look at the basic channel structure, where their target customers expect to find the products and channel member characteristics. Vertical integration (what apple has done by buying own stores: easier to create a strong brand then to be great at selling too (different wheelhouses) Manufactures- target market expect to find products and those of competitors. Larger firms are less likely to use supply chain intermediaries, can gain more control, be more efficient, and save money. Conventional supermarket: offers groceries, meat, and produce with limited sales of non-food items, such as health and beauty aids and general merchandise in a self- service format.
