For example, he does not discuss optimizing the distribution chain. Mobile Phone Number Companies with optimized supply processes, which have the data exchange in the entire chain – including with their Mobile Phone Number distribution partners – in order or have set up (online) made-to-order processes, are much less vulnerable to scarcity. They can anticipate changes in demand and supply more quickly without this leading to major disruptions. Commodity crisis Photo by Kateryna Mobile Phone Number Babaieva from Pexels resource strategy Kotler also ignores the strategic need to guarantee the supply of raw materials, capital goods and labour. Perhaps he doesn't think geopolitics belong to the realm of strategic marketing.
But whoever has access to the right raw materials does have a Mobile Phone Number unique, defensible competitive advantage. If you want to participate in the energy transition, you cannot do that without, for example, neodymium, cobalt or lithium. China has a big Mobile Phone Number lead in this regard. Years ago, China started buying up mining concessions, trading platforms, controlling logistics and taking over production units in Asia and large parts of Africa. Due to the corona Mobile Phone Number crisis and the war in Ukraine, we in the West are only now realizing how vulnerable we are as a Mobile Phone Number result. If we had made good scenario analyzes in a timely manner, we would probably have been better prepared for today's situation.
This article is based in part on Marketing Mobile Phone Number during Periods of Shortage, Philip Kotler, Journal of Marketing Vol. 38, no. 3 (Jul., 1974), Mobile Phone Number pp. 20-29. In a series of 3 articles I describe the similarities between the Mobile Phone Number commodities crisis in the 1970s and the current market situation and what marketers Mobile Phone Number today can learn from time. Also read my two previous articles on this topic: Is marketing less important in times of scarcity?