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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.
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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.