Managing Economies of Scale in a Supply Chain - Short-term discounting: Trade Promotions
11 important questions on Managing Economies of Scale in a Supply Chain - Short-term discounting: Trade Promotions
What are trade promotions?
Give 3 reasons for suppliers to use trade promotions
- Induce retailers to use price discounts, displays and advertising to spur sales
- shift inventory from the manufacturer to the retailer and customer
- Defend a brand against competition
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What is the result of trade promotions?
What is the optimal thing to do with the short-term discount for the retailers?
What is the difference between lot-size based and volume based discounts?
Volume based if the discount is based upon the total quantity purchased in a single period, regardless of the amount of lots purchased.
Give 2 lot-size based discount schemes
- All unit quantity discounts
- Marginal unit quantity discount or multi-block tariffs
Give 2 reasons for for a supplier to offer quantity discounts
- Improved coordination to increase total supply chain profits; means that the decisions both retailer and supplier make maximize total supply chain profits.
- Extraction of surplus by supplier through price discrimination
How can lot-size based quantity discounts be used for commodity products?
Give 2 pricing schemes that a manufacturer may use to achieve the coordinated solution and maximize supply chain profits
- Two-part tariff; manufacturer charges its entire profit up-front as an franchise fee, then sells against at cost.
- Volume-based quantity discount
What is optimal for the whole supply chain for products for which a firm has market power?
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