《Sudsy Soap 的营销机会和物流需求案例》由会员分享，可在线阅读，更多相关《Sudsy Soap 的营销机会和物流需求案例（3页珍藏版）》请在金锄头文库上搜索。
1、Sudsy Soap 的营销机会和物流需求案例Frank Johnson was outbound logistics manager for Sudsy Soap, Inc. He had held the job for the past 5 year and had just about every distribution function well under control. His task was made easier because shipping patterns and volumes were unchanging routines. The firms manag
2、ement boasted that it had a steady share in “a stable market,” although a few stockholders grumbled that Sudsy Soap had a declining share in a growing market. 弗兰克约翰逊出是 Sudsy 肥皂公司的境外物流经理。他过去的五年在公司的工作，并且很 好的控制分配功能，他的任务，因为航运格局和数量是不变的惯例，而变得是比较容易。 该公司的管理层夸耀说，它在 “一个稳定的市场” 有十份稳定的市场份额，尽管少数股东 抱怨说，Sudsy 肥皂在不断
3、增长的市场上所占份额下降了。The Sudsy Soap plant was in Akron, Ohio. It routinely produced 1000,000 48-ounce cartons of powdered dish soap each week. Each carton measured about half a cubic foot, and each working day, 15 to 20 railcar loads were loaded and shipped from it to various food chain warehouses and to a
4、 few large grocery brokers. Johnson worked with the marketing staff to establish prices, so nearly all soap was purchased in railcar-load lots. Shipments less than a full carload did not occur very often. Sudsy 肥皂厂在俄亥俄州阿克伦。它通常一周生产 1000,000 48 盎司粉末洗碗剂。每个纸箱 大约 50 立方英尺，每个工作日，15 至 20 列车的产品被装载运输到各个食物连锁店的
5、仓库 和几个大型超市经纪人那里。约翰逊与营销人员一起制定价格来使几乎所有的肥皂都被几 列车地购买。出货量不到一车的情况并没有频繁发生。Buyers relied on dependable deliveries, and the average length of time it took for a carton of soap to leave the Sudsy production line and reach a retailers shelf was 19 days. The best time was 6 days (to chains distributing in Ohio)
6、, and the longest time was 43 days (to retailers in Alaska and Hawaii). 买方依赖于可靠的运输，一般从一箱肥皂离开 Sudsy 生产线到达到零售商的货架是 19 天。 最短的时间为 6 天（到达分布在俄亥俄州的连锁店） ，最长的时间是 43 天（到达在阿拉斯 加和夏威夷的零售商） 。Sudsy Soaps CEO was worried about the stockholders criticism regarding Sudsys lack of growth, so he hired a new sales manag
7、er, E.Gerard Beever (nicknamed “Eager” since his college days at a Big Ten university). Beever had a 1-year contract and knew he must produce. He needed a gimmick. Sudsy 肥皂公司的 CEO 担心股东就 Sudsy 缺乏增长的批评，所以他聘请了一位新的销售经 理，E.Gerard Beever（从他在 Big Ten 大学，有个昵称“渴望” ） 。 Beeve 签了 1 年的合 同，并知道他必须“演出“。他需要一个花招。At h
8、is university fraternity reunion he ran into one of his old fraternity roommates, who was now sales manager for an imported line of kitchen dishes manufactured in China and distributed by a firm headquartered in Hong Kong. The product quality was good, but competition was intense. It was difficult t
9、o get even a toehold in the kitchen dinnerware market. Beever and his contact shared a common plight: “They were responsible for increasing market shares for products with very little differentiation from competitors products. They both wished they could help each other, but they could not. The reun
10、ion ended and each went home. 在他的大学的联盟中，他遇到了他的一名兄弟一样的室友，他现在是被一个总部在香港的 公司分配，去进口中国生产的厨房用具的销售经理。产品质量很好的，但竞争很激烈。在 厨房餐具市场立足甚至占有一席之位是很难。Beever 和他弟有着共同的困境： “他们有责 任为那些与竞争对手没太多差异的产品增加市场份额。他们都希望他们可以互相帮助，但 他们不能。联盟解散他们各自回家。The next week, Beever was surprised to receive an e-mail message from his old roommate: 第
11、二周， Beever 惊讶地从他的老室友那收到了一封电子邮件：“We propose a tie-in promotion between Sudsy Soap and our dishes. We will supply at no cost to you 100,000 each 12-inch dinner plates, 7-inch pie plates, 9-inch bread and butter plates, coffee cups, and saucers. Each week you must have a different piece in each package
12、, starting with dinner plates in week 1, pie plates in week 2, and so on through the end of week 5. Recommend this be done weeks of October 3, October 10, October 17, October 24, and October 31of this year. Timing important because national advertising linked to new television show we are sponsoring
13、. We will give buyer of five packages of Sudsy Soap, purchased 5 weeks in a row; one free place setting of your customers will want to complete table settings that they will buy more place settings from our retailers. Timing crucial. Advise immediately.” “我们提议一个将 Sudsy 肥皂和我们的餐具来个捆绑式的推广。我们会免费为您提供 12
14、英 寸的盘子，7 英寸的馅饼板，9 英寸的面包和奶油板，咖啡杯和碟共 100000 只。每周你必 须在各个包裹中放不同的餐具，第一周盘子，第二周馅饼板，直到第五周结束。建议在今 年的 10 月 3 日，10 月 10 日，10 月 17 日，10 月 24 日和 10 月 31 日这几个星期做推广。 时机很重要，因为国家的广告链接到我们赞助的新的电视节目。我们将提供连续购买 5 周 的买方五包 Sudsy 肥皂，一个由你顾客设置的空地会完成桌子的设置，这将购买更多来自 零售商设置的地方。时机非常重要，也需要及时的建议Beever was pleased to receive the offer
15、 but realized a lot of questions had to be answered before he could recommend that the offer be accepted. He forwarded the message to Johnson with an added note: Beever 为收到的要约感到高兴，但他意识到在他提议那个要约被采纳之前有很多问题需要 回答，他发了信息给约翰逊，并补充说明：Note attached message offering tie-in with dishes. Dishes are of good quali
16、ty. What additional before we know whether to recommend acceptance? Advise ASAP. Thanks. 关于捆绑推广的几点补充说明。餐具要质量好。有什么附属点是我们在提议之前需要知道 的？尽快联系我们。谢谢。Questions: 1. Assume that you are Frank Johnsons assistant and he asks you to look into various scheduling problems that might occur. List and discuss them. 假定你是弗兰克约翰逊的助手，他让你去调查各种可能发生的档期问题，那你就得列出问 题并讨论解决。2. What packaging problems, if any, might there be? 如果有的话，有哪些包装问题？ 3. Many firms selling consumer goods are concern
