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

Agribusiness | Asian Studies | Marketing

Research Areas

Marketing

Data Source

Generalised Experience

Industry

Steel

Geographic Coverage

Indonesia

Temporal Coverage

2011

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-11-0001

Comments

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For purchase of the case and supplementary materials via The Asia Learning Exchange (ALEx), please access the following links:

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