Strategic Marketing Alliances.docx

Strategic Marketing Alliances.docx - Strategic Marketing...

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Strategic Marketing Alliances Strategic alliances are formed to minimize competition and also to minimize operational cost most recently manufacturing have formed strategic channel alliances, which is to use another manufacturers already established channel. Alliances are used most often when the creation of the marketing channel relationship may be too expensive or time consuming .for example Heineken has entered into a strategic alliance with South African Breweries (SAB) that they licensed SAB to manufacture and market their product such as Amstel Lager because it was expensive and time consuming for them to create their marketing channel. Strategic alliances just doing business in another country many require the firm to license its products from a joint venture with a local firm or buy from local suppliers to meet domestic content requirement. Strategic alliances are also developing in less traditional outlets such as electronic banking.
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  • Winter '15
  • Professor Ndichu

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