[논문]Literature Content Analysis: Formulating Different Marketing Plan between Wholesalers and Retailers Supervision System

SUH, Junhyuck

doi:10.15722/jds.19.8.202108.91

[국내논문] Literature Content Analysis: Formulating Different Marketing Plan between Wholesalers and Retailers Supervision System 원문보기

유통과학연구 = Journal of distribution science, v.19 no.8, 2021년, pp.91 - 100

SUH, Junhyuck (Business Administration, Sungkyunkwan University)

Abstract ▼ AI-Helper

Purpose: Supply chain management is a significant component of marketing strategy to achieve the overall goal of maintaining a competitive edge in the industry. To better understand and compare marketing strategies between two major distribution channels (Wholesalers and Retailers), the present study examines the various critical aspects in developing marketing strategies based on numerous prior studies. Research design, data and methodology: Qualitative research involves collecting and analyzing various non-numeric data to establish different concepts or opinions in the data. In content analysis, determining the presence of different themes, concepts, or other valuable texts and their relationships is carried out. Usually, the researchers employ three distinct methods to carry out complete content analysis. Results: Developing the appropriate marketing strategy to manage the supply chain of a business is essential. Marketing strategies should be formulated in a manner that ensures the supply chain is well organized. Applying the marketing strategy in the supply chain management, the current author utilizes the four Ps to integrate strategies for two distribution channels which are essential in ensuring proper management. Conclusions: This study concluded that utilizing the existing marketing strategies and integrating them can help in better management of the supply chain, using communication, decision making, product differentiation, and pricing.

주제어

표/그림 (4)

그림 Figure 1: The Structure of Emerging Issues
표 Table 1: Marketing strategies in wholesale and retail models
그림 Figure 2: Data Interpreting Procedure
표 Table 2: Summary of Research Findings

AI 본문요약
AI-Helper

성능/효과

The study indicated that the Wholesale models should incorporate strategies to ensure they focus on other businesses by building long-lasting relationships by integrating the conversation strategy to ensure all partners in the supply chain are aware of the product specification to ensure delivery of the ideal product customer. Additionally, the wholesale distribution model niche pricing provides value additions to the clients and boosts profitability and repeat sales.
Furthermore, the marketing mix marketing strategies ensure value addition to all partners in the supply chain. The ultimate goal of the marketing strategy is to achieve a competitive edge through customer satisfaction; therefore, the entire process in the supply chain should consider the end customer through proper communication of customer need and preferences.
The techniques include using methods regarding communication, decision making, product differentiation, and pricing. In addition, the study suggested utilizing the four Ps of marketing in the supply chain, which include pricing, placing strategy, promotion campaigns, and product differentiation.
These limitations affected the quality of the information collected since the research only utilized one methodology of data collection. Some of the limitations this research encountered include time consumption, limitation of marketing strategies, data collection strategy, and finally the restriction on materials for data collection. Time consumption is one of the limitations of the research.
The study identified that wholesale focus on relationship-based promotion strategies while retailers focus on ensuring the message is sent to the target group of customers. The retail model focused on the end consumer and suggested that retailers should ensure the delivery process of the product to the final consumer focuses on the satisfaction of consumer needs.
Integrated marketing strategies in the wholesale factored the four Ps and the specific method for the distribution channel. The study indicated that the Wholesale models should incorporate strategies to ensure they focus on other businesses by building long-lasting relationships by integrating the conversation strategy to ensure all partners in the supply chain are aware of the product specification to ensure delivery of the ideal product customer. Additionally, the wholesale distribution model niche pricing provides value additions to the clients and boosts profitability and repeat sales.
Furthermore, the marketing mix marketing strategies ensure value addition to all partners in the supply chain. The ultimate goal of the marketing strategy is to achieve a competitive edge through customer satisfaction; therefore, the entire process in the supply chain should consider the end customer through proper communication of customer need and preferences. The study implied a need for additional research to target various marketing aspects in supply chain management specifically.

후속연구

Currently, more research offers the twelve Ps of marketing. Although research has not offered profound information regarding the factors, researchers should consider embarking on the research which will be beneficial to the 21st-century businesses which have incorporated very modern business strategies applicable to the modern era.
The ultimate goal of the marketing strategy is to achieve a competitive edge through customer satisfaction; therefore, the entire process in the supply chain should consider the end customer through proper communication of customer need and preferences. The study implied a need for additional research to target various marketing aspects in supply chain management specifically. Adopting the four Ps of marketing can advance further to incorporate the seven Ps and tailor each element to supply chain management.

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