Introduction
In a corporate vertical marketing system, the question of who retains complete power is crucial. This article will delve into the various stakeholders involved in such a system and analyze their roles and levels of authority. By understanding the dynamics at play, we can gain insight into the distribution of power within a corporate vertical marketing system.
The Manufacturer
Role and Power: The manufacturer is a key player in a corporate vertical marketing system. They hold significant power as they are responsible for producing the goods or services being marketed. The manufacturer often sets the overall strategy, pricing, and distribution channels for their products. They have the authority to make decisions regarding product design, quality control, and branding.
Control over Distribution: The manufacturer typically has control over the distribution of their products. They may choose to sell directly to consumers or utilize intermediaries such as wholesalers or retailers. The manufacturer’s power lies in their ability to select and manage these distribution channels, ensuring their products reach the intended market effectively.
The Wholesaler
Role and Power: Wholesalers act as intermediaries between the manufacturer and the retailer. They purchase goods in bulk from the manufacturer and distribute them to retailers. While their power may not be as extensive as the manufacturer’s, wholesalers still hold significant influence in a corporate vertical marketing system. They negotiate pricing and terms with the manufacturer and provide valuable services such as storage, transportation, and inventory management.
Control over Distribution: Wholesalers have control over the distribution of products to retailers. They play a crucial role in ensuring efficient delivery and availability of goods to retailers. Wholesalers may also engage in promotional activities to stimulate demand for the products they distribute.
The Retailer
Role and Power: Retailers are the final link in the corporate vertical marketing system before reaching the end consumer. They have direct contact with customers and are responsible for selling the products to them. Retailers hold significant power as they can influence consumer behavior through marketing, merchandising, and customer service. They have the authority to set prices, create promotions, and determine the overall shopping experience.
Control over Distribution: Retailers have control over the distribution of products to the end consumer. They decide where and how the products will be displayed and sold. Retailers may also negotiate with wholesalers or directly with the manufacturer to secure favorable terms and conditions.
Conclusion
In a corporate vertical marketing system, power is distributed among multiple stakeholders. The manufacturer retains significant control over the overall strategy, production, and distribution channels. Wholesalers act as intermediaries, managing the distribution of goods from the manufacturer to the retailer. Retailers, on the other hand, have direct contact with consumers and hold power in terms of pricing, promotion, and the overall shopping experience. The distribution of power within a corporate vertical marketing system is a complex interplay between these key stakeholders.
References
1. Harvard Business Review: hbr.org
2. Journal of Marketing: journals.ama.org
3. American Marketing Association: ama.org
