- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
Literature Content Analysis: Formulating Different Marketing Plan between Wholesalers and Retailers Supervision System
Literature Content Analysis: Formulating Different Marketing Plan between Wholesalers and Retailers Supervision System
Abstract
Purpose: Supply chain management is a significant component of marketing strategy to achieve the overall goal of maintaining a competitive edge in the industry. To better understand and compare marketing strategies between two major distribution channels (Wholesalers and Retailers), the present study examines the various critical aspects in developing marketing strategies based on numerous prior studies. Research design, data and methodology: Qualitative research involves collecting and analyzing various non-numeric data to establish different concepts or opinions in the data. In content analysis, determining the presence of different themes, concepts, or other valuable texts and their relationships is carried out. Usually, the researchers employ three distinct methods to carry out complete content analysis. Results: Developing the appropriate marketing strategy to manage the supply chain of a business is essential. Marketing strategies should be formulated in a manner that ensures the supply chain is well organized. Applying the marketing strategy in the supply chain management, the current author utilizes the four Ps to integrate strategies for two distribution channels which are essential in ensuring proper management. Conclusions: This study concluded that utilizing the existing marketing strategies and integrating them can help in better management of the supply chain, using communication, decision making, product differentiation, and pricing.
- keywords
- Supply Chain Management, Distribution Supervision, Qualitative Content Methodology
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