Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Attempt all the problems.

Section-A

problem1) Describe the significance of sourcing in merchandise process.

problem2) What is the difference between four methods of dollar merchandise planning used to determine the proper inventory stock levels needed to begin a merchandise selling period?

problem3) What do you mean by sales per square foot? Why do we use it in computing performance measure in merchandise category? Comment with appropriate exs.

problem4)a) What is ECR ? Describe the scope of ECR.

b) Describe the information flow in ECR system.

Section-B

Marks & Spencer And Dewhirst

Partnership between Marks & Spencer and Dewhirst is perhaps one of the longest standing business partnerships of all time.  It began in 1894 when Michael Marks, a stallholder in Leeds Market Hall, formed a partnership with Tom Spencer, who had previously worked as the cashier for wholesale company I.J. Dewhirst.  The two companies have continued to trade, and Dewhirst is now the world-class manufacturing company in its own right, as well as being the second largest non-food Marks & Spencer supplier.

Dewhirst has its roots in supplying textile products to M&S, but product expansion into areas like toiletries has given Dewhirst the opportunity to diversify.  In 1998, Marks & Spencer launched the salon-formulation hair-care range in response to the growing interest in healthy hair and consumers’ willingness to purchase upmarket hair products.  The following account follows introduction of new product range, highlighting the relationship between supplier and retailer as they work together to bring a product idea to market.

Richard Fawdry, merchandiser for toiletries at Marks & Spencer, talks to his contact, Sales Director Lorraine Crosby at Dewhirst, everyday.  Dewhirst is one of six suppliers to toiletries department and has the toiletries product development team who work exclusively on Marks & Spencer products.  In the spring of 1997, Lorraine suggested to Richard that marks & Spencer can develop a premium priced ‘salon formulation’ hair care range.  Richard was interested and asked Dewhirst to make some proposals.

The initial stage of product development was the generation of themed story boards, pulling together ideas on product ingredients and packaging designs including bottle shapes, caps, and openings, labels, colours and product textures. These were used in product brainstorming sessions involving designers, selectors and merchandisers from M&S and product designers and marketers from the Dewhirst organization.

Next stage involved intensive discussion on the size of the range and target price points.  A few bottles of shampoo will not make the adequate presence, but space constraints within the store meant that the new product launch will result in less space for other products prototype began.  For this, a product development representative from Dewhirst visited laboratories in California, where best hair-care formulations are made, using all the latest ingredients and technology.

Marks & Spencer didn’t get heavily involved in the formulations of the hair products, trusting Dewhirst as the product experts to come up with the product appropriate for the Marks & Spencer customer.  Lorraine, in the meantime, kept Richard informed on all aspects of product’s progress. When formulation had been agreed between toiletries technologist at M&S and Dewhirst technicians, it was blind tested with consumers. Meanwhile, product features like packaging and product information were considered in detail, with the aim of producing a product with worldwide appeal at price levels considered to be value for money, especially to the largest customer group, the UK.  Exchange of design information were facilitated by an EDI/CAM link up between the two companies. Every detail of the product was discussed in depth, with final selling price as a key influence in the negotiations.

Ultimately the Richard worked on a detailed sales estimate for the range.  He considered how wide the gap in the market is for this range, how strong is the competition from other hair care brands and retailers, and how much market share Marks & Spencer could expect to take.  Lorraine provided some information to Richard on the market structure and competing retailers to help with this task.  Richard also needed to decide if all the M&S stores would take the hair-care range and, if they do, whether they will take all the different product variations. The final sales estimate was given to Dewhirst, so that they can start planning production in the factories to meet delivery schedule.

Point of sale material to support launch was generated by Marks & Spencer’s graphics department, using product prototypes supplied by Dewhirst in the photography.  The finalized range planning was presented at a merchandise review and was endorsed by the Marks & Spencer board of directors.  Once the product launch was successfully underway, Lorraine and Richard went for an after-work celebratory dink!

problem5) problems:

a) Why is the type and assortment of merchandise give so much of importance in retailing?

b) Why is the target price points, packing and product information key deciding factor for product selection in retail outlet like Marks & Spencer?

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93622
  • Price:- $70

Priced at Now at $70, Verified Solution

Have any Question? 


Related Questions in Marketing Management

Explore the technology systems offered by nanthealth a

Explore the technology systems offered by Nanthealth, a provider of "telehealth" and health management services via the following link: http://nanthealth.com/ Prepare a brief (8-10 slides) PowerPoint presentation in whic ...

Under what circumstances would it be appropriate to

Under what circumstances would it be appropriate to consider using viral marketing? See if you can think of an organization with an online presence that could benefit from viral marketing but is not currently using it. I ...

Option 1 home building sales reductionyou are the vice

Option #1: Home Building Sales Reduction You are the vice president of sales for a $30 million manufacturer of home building materials. The company employs 50 salespeople around the country to market the company's produc ...

Task description -analysis of a case study on social

Task Description - Analysis of a case study on social marketing. This assessment looks at cause-related marketing which supports a cause, or social marketing that furthers a cause. You are to critically examine and compa ...

What type of it infrastructure does your school have if it

What type of IT infrastructure does your school have? If it uses a client/server infrastructure how does your school's client/server network increase student productivity? What recommendations, based on the contents, cou ...

Your job in writing assignment and beyond is to develop

Your job in Writing Assignment and beyond is to develop marketing mix strategies to ensure a value offering for the target market you identified. We begin with the value offering this week. Again please note we don't exp ...

What market-mix considerations need to be evaluated to

What market-mix considerations need to be evaluated to determine sensitivities and interactions? Why are market-mix relationships and interactions often difficult to analyze? Why is implementation as important as marketi ...

Pharmrx training woesin this assignment you will read and

PharmRX Training Woes In this assignment, you will read and respond to the following case study in a 3-4 page paper. The requirements for the paper can be found below. Case Study: It was the ?rst day of PharmRX sales-tra ...

A swot analysis will answer these questionswhat are the

A SWOT analysis will answer these questions: What are the internal strengths and weakness of your company? What are the external opportunities and threats in your industry and its environment? Can any weaknesses be conve ...

Assignment business environment and marketing

Assignment : Business Environment and Marketing Research Using the Waters Bottling Companyin Module 1, continue to build the Marketing Plan Sections for the product you have selected/ invented/ created. Complete the foll ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro