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Marketing and Supply Chain Management - Essay Example

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When companies are undergoing a major economic hurdle, they have to look for ways of minimising their expenses and increasing their profitability. This means that they have to try everything they can to ensure that they maintain their clientele and still hold on to the position they have in the market share…
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Marketing and Supply Chain Management
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Download file to see previous pages It is in this particular instance that each of the individual companies shows their prowess and showcases what type of management they have and how stable that management is. Adversities always call for the greatest minds to work out the best management cues that will definitely allow the company to withstand any turbulent moment and engage the stakeholders in every aspect of the decision-making pyramid. Relationship management is the main source of relief for any company that is seeking leverage in economic hardships (Goldberg 2001, p. 11). However, these relationship management strategies may come with even worse effects if not handled properly. Thus, understanding what the company requires and how this can be achieved with minimal changes is an essential step towards meeting the goals of the company. The maximum is expected but this has to be approached in a slow but sure manner (Bowersox, Closs and Cooper 2002, p. 33). As will be witnessed in this report, the case of ChemCo industries is one significant study that will help us understand the importance of key accounting management, the relevance of relationship management and how a mishap in implementing either can lead to total disaster. The case study will also be used to investigate the impact of KAM as applied by the company and what impact it had on its stakeholder sin the long run. The report will also explore the different ways and means through which internal and external relationships can be harmonized to create a company that has better and stronger economic outlook despite the challenges they face. Supply Chain Management and Business-to-Business Marketing Business –to-Business marketing can be defined under the notion of the changing relationships between the organisations engaging in either supplying or distribution of products amongst each other. They may be defined as the continuing interactions between the two parties rather than a sequence of encounters where manipulation of prices or demand is done by the supplier as they engage with suspicious customers (Hoegh 2008, p. 302). This can be related to the fact that those given the chance to deal with the marketing strategies may have competing interests in the business which may hinder rational decision making when the company is in question this may be witnessed and confirmed by the fact that ChemCo’s KAM manager decided what prices were to be set for certain clients while neglecting others in a bid to win over clients during their downhill financial trend. When dealing with the market and the organisation, there is something called marketing logistics that needs to be reconsidered to help understand what is expected in any setting. The market logistics are aimed at critically analysing the relationships between the two parties. This is where theories such as the 4P’s, Porter’s five force analysis and PCDA model of quality control come into focus. The company looks at the best ways through which their products can be attractive, how their prices and processes can be maintained or altered to improve their appeal to their clients or how they can analyze their processes and improve them to meet the demands of the clients (Hines 2004, p. 66). As such, any supply chain manager will seek to use even broader logistics to come up with a strategy that suits the entire chain and works at meeting the goals of the company whether by including the subsidiaries or delegating duties and targets for each of the subsidiaries to achieve (Mentzer et. al. 2001, p. 3). However, it is crucial to understand that chain management does not exclude even the smallest retailers in the chain. Instead, as a manager, considering the benefits of ...Download file to see next pagesRead More
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