Ivey Publishing

Product Details

Gino SA: Distribution Channel Management
Product Number:
9B02A013
Publication Date:
04/25/2002
Revised Date:
10/28/2009
Length:
15 pages (14 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Gino SA was a major European-based manufacturer of burner units that are sold in China through exclusive contracts with three distributors. As a result, the three Chinese distributors have significant bargaining power with Gino. A leading boiler manufacturer, who is currently purchasing through a distributor, has approached Gino to receive OEM treatment (a further discount by purchasing the burners direct from the manufacturer, in return for a commitment to purchase a percentage of their burners from Gino). In deciding whether or not to pursue the company's first direct OEM relationship, the marketing manager must consider the impact of his decision on the distributors, the competition and the company's corporate management.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
China, Medium, 2000
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (15 pages) , Traditional Chinese (15 pages)
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