Compares the marketing channels of Tesco Lotus, a food retailer chain, and the Bangkok Bank.
Written in 2009; 2,025 words; 13 sources; MLA; $ 64.95
Paper Summary:
This paper explains the eight step marketing channel flow design and applies this model to mass merchandiser Tesco Lotus and retail banker Bangkok Bank. The paper points out that Tesco Lotus relies on their series of supply chain management (SCM), logistics, order management, and pricing enterprise-wide computer systems to synchronize each of the eight flows; whereas, for Bangkok Bank, their eight flows of marketing channels are all direct as they own the entire distribution channel. The paper concludes that, while Bangkok Bank and Tesco Lotus are from significantly different industries, they share several common characteristics with regard to how they manage the eight flows of their marketing channels. The paper includes three figures.
Table of Contents:
Introduction
Discussion
Conclusion
From the Paper:
"Tesco Lotus must also strive to make each of the eight marketing channel flows as efficient as possible yet cannot be so focused on performance they lose sight of customer service and satisfaction. One of the key performance indicators (KPIs) that Tesco Lotus relies on to see how their business is performing is Inventory Turns. This measure how often their inventory is replaced every year, and it is common for mass merchandisers the size of Wal-Mart or Tesco to average between six and eight per year."
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