F10+MKTG+3104+Student+6.+Organizational+Buying+Behavior+ppt

Resellers 2 insist that resellers carry entire line

This preview shows page 10 - 17 out of 19 pages.

resellers) 2. Insist that resellers carry entire line of products (500
Image of page 10

Subscribe to view the full document.

Delhaize Group Analysis Belgium-based food retailer with 2,545 stores in 7 countries (e.g. Food Lion) Environmental Threats and Opportunities Budget conscious consumers buying lower margin items Growth of discount competition Steep price hikes from powerful suppliers like Unilever Pressure to carry slow moving products Possible strategies? Negotiate with suppliers for better prices? Trim product lines?
Image of page 11
Unilever vs. Delhaize February 2009 1. Unilever announces another 2.5% price increase 2. Delhaize requests order for only part of the Unilever product line (items popular with Delhaize customers) What should Unilever do? Who has the upper hand here? What is at stake?
Image of page 12

Subscribe to view the full document.

What Happened Unilever gives Delhaize a choice: Carry all 500 products with ____% price hike, or Carry fewer products with ____% price hike. What should Delhaize do?
Image of page 13
What happened 1. Delhaize dropped _____ Unilever products 2. Unilever retaliated with ______ 3. Both _________
Image of page 14

Subscribe to view the full document.

What the Delhaize-Unilever example illustrates 1. How sellers (who provide desirable products and services) and resellers (who provide distribution) exchange value 2. Sources of power in exchanges between sellers and organizational buyers, and how power allows opportunism 3. The importance of relationships in organizational buying
Image of page 15
Buy Classes and Marketing Objectives 1. Straight Rebuy In-supplier
Image of page 16

Subscribe to view the full document.

Image of page 17
You've reached the end of this preview.
  • Spring '08
  • EBCoupey
  • Marketing, organizational buyers, Food Lion, Hannaford Bros. Co., Delhaize Group, Contrast organizational buyers

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern