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Case
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Reference no. 591-008-1
Subject category: Marketing
Authors: Peter RJ Trim (University of Kent)
Published in: 1991

Abstract

W Schuurman Elektrotechnische Groothandel BV, is an electrical wholesaler which has an excellent reputation and is known for its reliability, openness and the fact that it puts customers first. The 40,000 different products that can be ordered from Schuurman are put in 1 of 9 product groups, and 2 subgroups can be identified: the consumer group and the industrial group. Three main customer groups are targeted: the domestic population (via electrical shops), electricians and factories. Management realised that it was necessary to devise a marketing plan for each of the 3 markets, a workable 5 year corporate strategy, to place greater emphasis on targeting new/developing markets, direct mail, in-house exhibitions and travelling salesmen.
Location:
Industry:
Size:
Small
Other setting(s):
1991

About

Abstract

W Schuurman Elektrotechnische Groothandel BV, is an electrical wholesaler which has an excellent reputation and is known for its reliability, openness and the fact that it puts customers first. The 40,000 different products that can be ordered from Schuurman are put in 1 of 9 product groups, and 2 subgroups can be identified: the consumer group and the industrial group. Three main customer groups are targeted: the domestic population (via electrical shops), electricians and factories. Management realised that it was necessary to devise a marketing plan for each of the 3 markets, a workable 5 year corporate strategy, to place greater emphasis on targeting new/developing markets, direct mail, in-house exhibitions and travelling salesmen.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
1991

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