Marketing: An Introduction (12th Edition)
12th Edition
ISBN: 9780133451276
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 10, Problem 10.14VC
Summary Introduction
Case summary:
Nowadays, there appears to be amply of coffee to go round, but in limited time, Industry G achieved success by the way of its distribution channels. Industry G’s production of coffee has become popular without spending much on advertising. Now, major chains such as Company MD and Company P make Industry G’s coffee known to their customers.
Characters in the case:
- Company G
- Company P
- Company MD
To discuss: The concept of supply chain in Company G.
Supply chain:
A supply chain is a system between an organization and its suppliers to distribute and produce a particular product. The supply chain of any organization takes care of every step involved from the delivery of a product to the final consumers. It is separated into two parts namely, downstream and upstream partners.
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Marketing: An Introduction (12th Edition)
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