Estrategia y cadena de valor

CRAVENS PIERCY

8/e
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.

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Chapter Ten Value Chain Strategy

McGraw-Hill/Irwin

© 2006 The McGraw-HillCompanies, Inc., All Rights Reserved.

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Value Chain Strategy
Strategic role of distribution Channel of distribution
strategy Managing the channel International channels Supply chainmanagement issues

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Strategic Role of Distribution
Distribution functions - buying and selling activities - product assembly - transportation - financing - processing and storage - advertisingand sales promotion - pricing - reduction of risk - personal selling - communications - servicing and repairs Channels for Services Direct distribution by manufacturers

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Illustrative Example:Internet Impact on Distribution

The Impact of Technology on Value Chains In India E-Government Computer Kiosks Agricultural e-commerce Tele-medicine

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The Marketing SystemManufacturers and producers

Marketing intermediaries Agriculture and raw materials suppliers Retailers Agents-brokers Wholesalers-distributors

Facilitating organizations Financial TransportationAdvertising Other

End users Consumer Industrial-institutional

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Marketing Channels
Manufacturers/producers

Agents/brokers

Wholesalers/ distributors

Retailers

Retailers

Consumersand organizational end users

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Illustrative Example: Samsung
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Goal of moving from cheap imitative electronics products to a cool brand Feature-packed products Productsremoved from shelves of WalMart and Target and positioned with higher-end chains like Best Buy and Circuit City Samsung competes through hardware innovation, product customization and speed Samsungsells only higher-end goods and resists pressures towards marketing lowprice products Strategy is implemented in part through supply chain and distribution choices

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Distribution by...