Learning points
This short case focuses on how a company selling consumer elec-
tronic products should address three separate trade markets, each of
which has different demands for service. Issues of how to translate
research findings into a service strategy are raised.
Broad marketing and strategic issues:
●evaluating the strengths and weaknesses of Carlton’s market position
●understanding the requirements of different market segments in the
retail trade
●evaluating the role of customer service in the overall marketing mix.
Relationship marketing issues:
●creating relationships with a trade
●the role of customer service in building relationships
●how to use information technology to improve physical distribution
●key account management.
This mini-case provides an opportunity for a case discussion on
trade marketing in the consumer electronics industry. In particular,
it enables a discussion to be made on marketing to the trade and
marketing to the final consumer. Although the case does not explic-
itly examine marketing to the final consumer, participants in the
case discussion may wish to explore what could be done to create
final consumer appeal for the product and, if this is viable, what
percentage of the marketing budget should be spent on doing this
and which specific tools might be used to achieve this. A range of
issues can be considered, including freephone numbers on the pack,
customized packaging, warranty forms, etc. This can lead to a
general discussion about who owns the final consumer and what
manufacturers can do to develop closer relationships with the final
consumer.
Case 2.3: Does Tesco hold all the cards?
This case was written by Helen Mitchell and Helen Peck, who are
researchers at Cranfield School of Management, Cranfield
University.
56 Relationship Marketing