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B2B Marketing - Essay Example

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This enables C4U to claim that their cards are 'crafted in the West Country'. This notion of the 'personal touch' has been successfully combined with a series of designs drawing upon floral and other motifs from the 'natural' landscape such as animals and rustic scenes (e.g. meadows, the seaside) to provide C4U with a product portfolio that sets them apart from other card manufacturers. Indeed, they even sell separate picture frames to accompany the cards, so that the recipient can keep them after the occasion in question: in this way, the product is 'more than just a card'.
"Back in 1970 Alvin Toffler in Future Shock (Toffler, A. 1970) describes a trend towards accelerating rates of change. He illustrated how social and technological norms had shorter life spans with each generation, and he questioned society's ability to cope with the resulting turmoil and anxiety. In past generations periods of change were always punctuated with times of stability. This allowed society to assimilate the change and deal with it before the next change arrived." (Wikipedia, 2007)
In the volatile business environment of the 21st century the most important requirement for C4U is constant changing and updating with the external conditions. Change can be referred to as Internal, External, and business process re-engineering and transformation programs. The external change includes the changes in market, technology, and competitive environment, global and political environment etc. Since the trends in the cards industry is changing the company should also adopt these changes. Internal changes involve the actions, which the organisation has to take in order to put up with the external changes. These include the business restructuring and the transformation programs. The well-planned strategy to undertake change combine all of the above elements in the suitable ratio to undertake the process effectively and in timely manners. On the other hand an unplanned change introduction can worsen the things rather than improving. Therefore it is important for the leaders and mangers at C4U to undertake the change activities in a strategical way to reap the fruit of change introduction in the organisation. A change project undertaken without a suitable strategy can increase the operating cost of the business without improving the operations and performance of the business.
In the globalised era when most of the business organisations are involved in different business activities it has become inevitable for the firms independently perform all the functions. Most of the companies do not operate their supply chain and rely on other firms to perform the multi-faceted tasks. The successful and efficient combination of the operations of these firms provides the company with the competitive edge in the market. (Cook, DeBree, and Feroleto, 2001). The company can also expand its market by forming a partnership with other distribution firms. Lummus and Vokurka (1999) points out towards the need for the managers to understand the performance of all the stake holding firms in the supply chain. According to (Pohlen, 2003), this insight in the performance of each firm will enable the managers to develop measures in order to fulfil the demands of the customers. The main task of the supply chain ...Show more
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'CardsForYou' (hereafter 'C4U') is a company employing 50 people, based in the SouthWest region of the UK. Formed by John Jones and Stan Smith in 1990, C4U specialise in manufacturing greeting cards for birthdays, anniversaries, and other special occasions…
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