Question

Read case and get all the information before answering these questions.

Please answer these questions specifically what they are asking for with details

1. What specific type of wholesaler is Joe?

2. Evaluate Joe's marketing strategy for his current lumber business. Be and be sure to mention the specific components.

3. Contrast the components of the marketing strategy for the Arbor Products with Joe's current Hanratty lumber business.

4. What should Joe do now? Which option should he take? Be sure to give a justification for the specific recommendation.

Thank you in advance.

Answer 1

What specific type of wholesaler is Joe?

A Joe is a merchant wholesaler because he gets the merchandise from a mill. The case mentions that even though he is not required to obtain any particular quantity of carload of lumber per month but once he makes the order he owns the title for the merchandise and has to find a buyer.

2. Evaluate Joe's marketing strategy for his current lumber business and be sure to mention the components.

A For Joe’s marketing Strategy for his current lumber business aims a specific target customers of lumberyards in his area. And the two interrelated parts in this marketing strategy are: target market, which in Joe specific case the group of customers he wishes to appeal are lumberyards. The other part is marketing mix, which are controllable variables Joe’s company puts together to satisfy lumberyards; product, in this case the lumber; price, using competitive prices available to the customer online to compare as well; promotion, publications listed online and he is also well known in his area; and place, most sales are over phone or email.

3. Contrast the components of the marketing strategy for the arbor products with his current lumber business.

A Arbor company sees opportunity in the commercial building repair market. They sell their quality lines to independent lumberyards. And in contrast with Joe’s company marketing strategy, they have the same target market and that is why they are trying to get Joe to sale for them, because he already knows the market and he is familiar with the lumberyards in his area.

4. What should he do now- which option should he take, be sure to give a justification for the specific recommendation?

A Personally, I would choose to do both, take Amy’s offer and also continue with the lumber distribution. The offer that Amy introduces is very appealing in the long run, but if he is concern about his current financial survival, he should keep both. Since he thinks that a lot of sales effort is going to be required from him to make the window idea work, he should focus most of his energy and time to this project and less to his current company.