Memaksa Steel
This case is best used as an introduction to distribution channels in an industrial setting as it highlights their necessity in bridging the gap between production and use. As such, it is also applicable for classes on new product introductions and industrial/business to business marketing. This cas...
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2011
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| Online Access: | https://ink.library.smu.edu.sg/cases_coll_all/5 https://cmp.smu.edu.sg/case/2501 |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | This case is best used as an introduction to distribution channels in an industrial setting as it highlights their necessity in bridging the gap between production and use. As such, it is also applicable for classes on new product introductions and industrial/business to business marketing. This case introduces the concept of the intermediary (Distributors and Outfitters), the functions they perform (promotion, ownership, inventory, etc.) and their financial model (discount off the final suggested price). The case can take 15 minutes or two hours depending on how it is used and the audience. |
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