Title
Memaksa Steel
Publication Type
Case
Year Completed
10-2011
Abstract
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.
Keyword(s)
Steel industry, intermediary (distributors and outfitters), industrial, business to business marketing
Discipline
Business Administration, Management, and Operations | Marketing
Data Source
Generalised Experience
Industry
Steel
Geographic Coverage
Indonesia
Temporal Coverage
2011
Education Level
Executive Education; Postgraduate; Undergraduate
Publisher/Conference
Singapore Management University
Comments
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