HP channel analysis

MARKETING CHANNELS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

This case study deals with Hewlett-Packard (HP), a famous manufacturer of computers and peripherals. In the early 1990s, HP faced a so-called “Inventory/Service-Crisis” concerning one of their high volume products, the DeskJet printer. Despite growing inventory levels at the distribution centers in Europe and Asia-Pacific, customer service levels were unsatisfactory. Affected by growing competition this problem had to be handled quickly. EXECTIVE SUMMARY

EXECTIVE SUMMARY ,[object Object],[object Object]

Improvement during the early 1980s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Improvement of supply chain in 1990 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ANSWERING THE QUESTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ANSWERING THE QUESTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ANSWERING THE QUESTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

ANSWERING THE QUESTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

RECOMMENDATIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Connect Supply With Demand SUPPLY DEMAND Information Product Cash

Advantages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Disadvantages ,[object Object],[object Object],[object Object],[object Object]

EXIBITS Photo printer Color printer Mobile printer The first DeskJet printer

HP DeskJet Printer Supply Chain Printed circuit assembly & test Printed mechanism manufacturing Supplier Supplier Supplier Vancouver final assembly & test Asia-Pacific distribution center Integrated circuit manufacturing Dealers Supplier 4-5 weeks 1 day California distribution center European distribution center 4-5 weeks Dealers Dealers

EXIBITS PCAT FAT 1 week Vancouver U.S. DC 1 day Europe Asia 4~5 weeks

EXIBITS THE DISTRIBUTION PROCESS Operation manager MIS Quality Marketing Physical Distribution Distribution Service Vice President of Marketing Manager Worldwide Distribution Manager Peripherals Group Manager

HP channel analysis

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HP channel analysis