Marketing Logistics Interface Case Study Example | Topics and Well Written Essays - 2750 words

Marketing Logistics Interface - Case Study Example The company is a catalogue based distributor in nature. Thus it deals with professional customers worldwide. After 1989 the company took various initiatives in order to increase the revenue and profitability. In the process the company has adopted many strategies such as battery replacement for recycling of waste batteries and the innovation of introducing Eco wire-Environment Friendly techniques (www.rswww.com). RS Components has achieved 50% of the sales from the UK internet sales in the year 1989, due to the fact that the company succeeded in increasing the awareness and the importance of the RS website including the latest electronics, electrical and industrial products. In addition to that it is basically because of the continual adoption of innovative products and also introducing the new innovative production packages online in the RS website. This new package involves a host of benefits to the customers of RS components such as easy identification of packaging format, set the required quantity, check the levels of live stock, place orders online and also fast delivery system. According to the Nik Patel, Marketing Manager e-commerce at RS commented on the success of online sales is that it could achieve basically because by listening to the RS customers and innovative investing new technology in its website. In fact they could make online ordering and valuable information sourcing in a simple and easy manner in order to attract more customers to its range of products. RS Componenents is mainly focusing on meeting the customer's demand by a rare combination of value, choice and service through innovating in pricing, product marketing and first initiative moves. The UK market for electronic and electrical goods has become so strategically competitive and RS' is focused on this market segment with more and more orientation towards meeting customers' ever changing demand patterns. The retail store as against the e-retailing offers a variety of goods and services on the spot while, the latter offers an equally diverse and complex mixture of products for later delivery (Murphy, & Poist, 1992). Its current product launching strategy is associated with making use of niche markets that exist in many parts of Britain, including e-retailing. For instance its recent product launches in Britain were highly successful due to the suddenness and the associated surprise. Customers were caught unawares by these very attractive offers. Thus RS' has adopted a strategy of launching products in cities where consumers were little or no used to such windfall bargains before.RS' developed its advanced search and navigation engine in online stores so as to save the time of the electronic and maintenance engineers, reduce their purchase cost, selecting and ordering products and improve the efficiency of the service (Lynch, & Whicker, 2008). Thus the clarity of the website allows its employees to implement host of new services in an efficient and effective manner and also customers would benefitted from free product information advices from the technical staff of the RS and accessing to about 110, 000 datasheets while ensuring the customer satisfaction. Thus according to the Marketing Manager e-commerce, supply chain