Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 06.03.2003
Length: 16 pages
Data source: Field research
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Abstract
This is the first of a two-case series (IMD-5-0440 and IMD-5-0441). For Jim Carr, Marketing Manager-Europe for DuPont''s Carpet Fibre Division, there was no alternative: if the company were to maintain its European pre-eminence, it would have to create a whole new way of dealing with customers. One of the issues which would have to be resolved was who, in fact, was the customer: the mills which purchased the fibre and manufactured it into carpets, or the commercial and residential end users? For Carr, the mills were a vital link in the overall industry chain, but unless somebody took the lead in truly meeting the needs of the end user, the entire chain would be weakened. And the problems were formidable, most notably the fact that customers detested having to buy carpets. DuPont would take the lead in designing services applicable throughout the distribution channel, from the mills, to wholesalers, to retailers, and end users, so that the customer''s entire carpet buying experience would be enhanced.
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Abstract
This is the first of a two-case series (IMD-5-0440 and IMD-5-0441). For Jim Carr, Marketing Manager-Europe for DuPont''s Carpet Fibre Division, there was no alternative: if the company were to maintain its European pre-eminence, it would have to create a whole new way of dealing with customers. One of the issues which would have to be resolved was who, in fact, was the customer: the mills which purchased the fibre and manufactured it into carpets, or the commercial and residential end users? For Carr, the mills were a vital link in the overall industry chain, but unless somebody took the lead in truly meeting the needs of the end user, the entire chain would be weakened. And the problems were formidable, most notably the fact that customers detested having to buy carpets. DuPont would take the lead in designing services applicable throughout the distribution channel, from the mills, to wholesalers, to retailers, and end users, so that the customer''s entire carpet buying experience would be enhanced.