Marketing Channels and Supply Chain Management What appears to be Caterpillar’s primary distribution strategy? How is this different from other competitors’ strategies? How has Caterpillar’s dealers attempted to build a strong customer relationship? What are the basic principles used by Caterpillar to establish strong partnerships? Which of these do you think is the most important? Explain. List and briefly describe the major logistics functions. Provide an example of a decision a logistics manager would make for each major function. Suppose a company has identified several channel alternatives and wants to select the one that will best satisfy its long-run objectives. Discuss the criteria that should be evaluated in making this decision, especially using third party logistics like Li & Fung. Sketch the supply chain for Zara from raw materials to consumer purchase. Discuss the concepts of horizontal and vertical conflict as they relate to Zara. Which type of vertical marketing system does Zara exhibit? List all the benefits that Zara receives by having adopted this system. Does Zara incur disadvantages from its “fastfashion” distribution system? Are these disadvantages offset by the advantages? How does Zara add value for the customer through major logistics functions? What recommendations would you make to Zara’s management regarding its Asian expansion plans? How can it preserve its speed advantage without sacrificing its cost competitiveness in the region?
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