MGMC14H3 Lecture Notes - Panel Data, Loyalty Program
Document Summary
After hearing the sorrell ridge case presentation, they have the same thought with me in choosing alternative 2. We both agree to choose this option because they are more experienced, can have a long lasting relationship with customers and also provide a platform for developing promotional campaign. In this class, i have learned more about push and pull strategy, especially on trade deal and heard stories on how powerful retailers are. Trade deal is a strategy for push strategy, manufacturer hoping retailer to sell more and give retailer money incentive per unit sold. Slotting allowances is not designed to pass through, hurt small player disproportionately, therefore is anti competitors. However retailers are too powerful that no one complaint about it. Source of retailer power: they are the one who interact with consumers.