DECISION ANALYSIS FOR SUPPLIER IN TWO-ECHELON SUPPLY CHAIN WITH DISCRETE DEMAND VIA DYNAMIC GAME

2014 ◽  
Vol 31 (04) ◽  
pp. 1450023 ◽  
Author(s):  
JIAN-TENG XU ◽  
SHAO-JIAN QU
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Discount Rate ◽  
Dynamic Game ◽  
Marketing Strategies ◽  
Cost Structure ◽  
Equilibrium Strategy ◽  
Quantity Discount ◽  
Numerical Tests ◽  
Optimality Properties

This paper analyzes noncooperative dynamic game behavior in a two-echelon supply chain composed of one supplier and one retailer. The aim is to give supplier reasonable suggestions on decision making of marketing strategy. The challenge of dealing with this problem is the discreteness of demand. The main contributions of this paper are twofold: one is to address the necessary conditions in which supplier can choose quantity discount policy as marketing strategy; the second is to provide the solving methods of the equilibrium strategy and discount rate under quantity discount policy. Two types of quantity discount marketing strategies are considered. It is concluded that the strategy sets of production and procurement are independent of discount rate via analyzing the optimality properties. Numerical tests illustrate that incremental quantity discount policy is more widely considered than all-unit quantity discount policy, and whether the quantity discount policy can be chosen as the marketing strategy not only relates to supplier's own cost structure but also retailer's cost structure.

scholarly journals IMPACT OF COVID-19 ON MARKETING STRATEGY AND EXPENDITURE

2020 ◽  
Vol 8 (9) ◽  
pp. 1475-1478
Author(s):  
Prachi Sharma ◽  
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Consumption Pattern ◽  
Communication Program ◽  
Marketing Social ◽  
Global Issue ◽  
Regional Markets ◽  
Corporate Social ◽  
Marketing Actions

This paper seeks to analyse the Coronavirus Pandemic (2019) on Marketing Strategy and Expenditure. The virus is currently a global issue and has affected marketing, expenditure, and various marketing strategies worldwide. This virus has impacted different companies, organizations, firms, international and regional markets through their marketing and expenditure operations. Therefore, the effects of COVID-19 on digital marketing, social media marketing, email marketing, 4Ps of marketing, advertisements, and search engines (SEO) are also discussed and examined. The coronavirus pandemic has affected branding, supply chain, advertising and marketing, and retail and marketing. Additionally, the text explores how businesses shifted their marketing strategies to take various directions while cutting down their marketing expenditure. Moreover, it also examines how industries, like travel and hospitality, have been significantly affected. On the other hand, multiple businesses, such as streaming and other online services, experienced varied effects. Generally, several marketing actions have been influenced by the spread of COVID-19, such as corporate social responsibility (CSR), consumption pattern, advertising, marketing communication program, and supply chain.

Marketing Strategies for Trendy Animal Products

2018 ◽  
pp. 169-203
Author(s):  
Alfredo J. Escribano
Keyword(s):  
Supply Chain ◽  
Environmental Impact ◽  
Marketing Strategy ◽  
Food System ◽  
Interdisciplinary Approach ◽  
Marketing Strategies ◽  
Animal Products ◽  
Global Issues ◽  
Nutrition Labelling ◽  
Livestock Sector

There is increasing pressure on companies to follow more strict practices along the whole supply chain regarding sustainability and health. However, consumers' knowledge on nutrition, labelling and on the impacts of the agri-food system is scarce. In this sense, it is particularly interesting to analyse consumers' behaviour towards a family of products coming from one of the most controversial sectors due to both past health hazards and its high environmental impact: the livestock sector. This sector constitutes itself one of the Global issues' bottlenecks that call for urgent action. The present study reviews consumers' behaviour towards meat and dairy products claiming different attributes related to sustainability. Therefore, this chapter reviews, synthesize and discusses the existing knowledge on the topic with an integrative-interdisciplinary approach. Finally, marketing strategy recommendations are provided.

Revenue Share Contract Design with Marketing Strategy Types of Supplier

2018 ◽  
Vol 35 (02) ◽  
pp. 1840002
Author(s):  
Hua He ◽  
Changsong Ma
Keyword(s):  
Supply Chain ◽  
Marketing Strategy ◽  
Pareto Optimality ◽  
Supply Chain Coordination ◽  
Contract Design ◽  
Marketing Strategies ◽  
Supply Chain Collaboration ◽  
Pareto Improvement ◽  
Numerical Examples ◽  
Strategy Types

In this paper, we design a revenue share contract when a supplier is the leader and a retailer is the follower in a two-echelon supply chain. The innovation lies in dividing the supplier’s marketing strategies into two types: the profit oriented and the sales oriented to distinguish the different decision objectives from previous literatures assuming the supplier and retailer are both profit oriented. The paper uses the revenue share contract to reach supply chain coordination and Pareto optimality in the supply chain with the profit-oriented suppliers. However, the contract makes supply chain collaboration solutions and the Pareto improvement with the sales oriented supplier conditional. Numerical examples are given to illustrate these cases.

Strategi Pemasaran Industri Rumah Tangga Arang Tempurung Kelapa (Studi Kasus Pada Industri Rumah Tangga Bapak Abdul Razak Di Cimanggis, Ciputat, Tangerang Selatan)

2018 ◽  
Vol 1 (1) ◽  
pp. 67-73
Author(s):  
Zelivieska Bintang Maharani ◽  
Ratna Pratiwi ◽  
Qory Anissa ◽  
Dwi Ratnasari ◽  
Sugeng Waluyo ◽  
...  
Keyword(s):  
Marketing Strategy ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Technology Utilization ◽  
Marketing Activities ◽  
Home Industries ◽  
Industrial Strength

In South Tangerang city, there are many home industries producing charcoal shell. One of the industry is practiced by Mr. Abdul Razak in Ciputat District. According to some studies, in general the home industry is facing many problems, one of which is a weak in marketing strategy. Based the information, this article reports the marketing strategies implemented by the industry. With SWOT approach, we informed that the position of industrial strength lies in good relationships with suppliers. And the weakness is that the marketing activities carried out only through word of mouth. We recommend that the industry need to consider the using of banners or internet-based technology utilization for the marketing strategies.

PELAKSANAAN PROMOSI GUNA MENINGKATKAN VOLUME PENJUALAN

2020 ◽  
Vol 3 (1) ◽  
Author(s):  
Wahyuni Sri Astutik
Keyword(s):  
Marketing Strategy ◽  
Marketing Strategies ◽  
Sales Volume ◽  
Price Promotion ◽  
Product Strategy ◽  
The Public ◽  
Maximum Profit ◽  
Advertising Effort ◽  
Determining Factors ◽  
The Relationship

In the implementation of promotions in order to increase sales volume at the Pangkat - Kediri tile company, an analysis result of 6.00 was obtained which states that the relationship between promotion and sales volume is strong. Because promotion is one of the determining factors for the success of every company in producing to selling their products to consumers.Because the promotion includes many things starting from product strategy to product marketing / sales. However, companies certainly cannot only focus on promotional activities, because the four elements of marketing strategy (price, promotion, distribution and production) cannot be separated. So companies should be able to combine marketing strategies appropriately, so that the company is able to achieve the desired targets, namely achieving maximum profit. In order to introduce its company products to the public with advertising media is very important. Because with this advertising effort, society knows advantages that accompanied these products, so that the company's expectations for sales to increase will be even greater and its profits will also increase.Keywords:Promotion, sale, Marketing strategy and profit.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Strategic Analysis of the Pricing Mechanisms in an Online Book Supply Chain in the Presence of Reference Price Effects

2021 ◽  
Vol 16 (5) ◽  
pp. 1492-1516
Author(s):  
Wenhua Hou ◽  
Yuwen Zeng
Keyword(s):  
Supply Chain ◽  
Discount Rate ◽  
Reference Price ◽  
Stackelberg Game ◽  
Lower Boundary ◽  
Retail Price ◽  
Reference Points ◽  
Price Effects ◽  
Retail Prices ◽  
Online Book

(1) Background: A binding recommended retail price has been used in several markets in a variety of forms, and the book market is a typical example. Publishers sell books to online retailers at a unit wholesale discount computed on the cover price. Retailers are then allowed to set the retail price. Therefore, if consumers regard the cover prices as reference points, then they may be more likely to purchase books if retail prices are lower than the cover prices. (2) Methods: We develop a Stackelberg game model for a book supply chain to investigates how reference price effects affect retailers and publisher’s pricing strategies. (3) Results: The results show that retailers will sell printed books at a discount only when the publisher’s wholesale discount rate is not high. Further, as the intensity of the reference price effects increases, (a) the lower boundary of the wholesale discount rate rises, (b) publishers’ profits increase and (c) retailers’ profits increase relative to the level of consumers’ e-books acceptance. (4) Conclusions: This result is related to the fact that the online retailer, such as Amazon and JD.com, like to invoke reference price effects in consumers’ minds by highlighting the printed book’s discount rate.

Network effect in shared supply chain platform value co-creation behavior in evolutionary game1

2021 ◽  
pp. 1-12
Author(s):  
Zou Xiaohong ◽  
Chen Jinlong ◽  
Gao Shuanping
Keyword(s):  
Boundary Condition ◽  
Supply Chain ◽  
Large Scale ◽  
Simulation Analysis ◽  
Supply And Demand ◽  
Evolutionary Game ◽  
Dynamic Game ◽  
Network Effect ◽  
Chain Model ◽  
The Cost

The shared supply chain model has provided new ideas for solving contradictions between supply and demand for large-scale standardized production by manufacturers and personalized demands of consumers. On the basis of a platform network effect perspective, this study constructs an evolutionary game model of value co-creation behavior for a shared supply chain platform and manufacturers, analyzes their evolutionary stable strategies, and uses numerical simulation analysis to further verify the model. The results revealed that the boundary condition for manufacturers to participate in value co-creation on a shared supply chain platform is that the net production cost of the manufacturers’ participation in the platform value co-creation must be less than that of nonparticipation. In addition, the boundary condition for the shared supply chain platform to actively participate in value co-creation is that the cost of the shared supply chain platform for active participation in value co-creation must be less than that of passive participation. Moreover, value co-creation behavior on the shared supply chain platform is a dynamic game interaction process between players with different benefit perceptions. Finally, the costs and benefits generated by the network effect can affect value co-creation on shared supply chain platforms.

Sign in / Sign up

Export Citation Format

Share Document