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Variables of Manufacturer Trade Promotions

Decent Essays

Introduction:
Elasticity of demand is measure by the formula: %∆ quantity demand ÷%∆ price.
Price elasticity is affected by substitute’s products and available budget from consumers (Chopra & Meindl, 2007). Manufacturers prepared budget demand estimation and mismatches between estimation and real demand generates excess inventory (IBM, 2011). Trade promotion is the transaction among manufacturers and retailers for compensating with price reduction inventory differences reducing inventory at manufacturing level (Chopra & Meindl, 2007).
Increase Inventory Cycle but not demand:
Manufacturers deals with fix and variable cost. Increasing production a maximum capacity reduces total product cost but increase inventory handling cost. Producing only the quantities requested by market place affects capacity increasing manufacturing cost. Manufacturers managing cost reduction and capacity cost evaluating strategies for mass production, price reduction and decoupling points (Chopra & Meindl, 2007).
Inventory cycle as optimal demand divided by 2 for predictable product demand, increases with trade promotions because of the increase of order Q size. However, total consumer demand between retail and final consumers may increase or not depending on product elasticity demand and customers preferences (IBM, 2011). IBM propose solution is enabling several degrees of integration and collaboration among participants in the supply chain for evaluation effectiveness of trade promotions price

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