An Exploratory Study on the Marketing Communication and Strategy for Contract Manufacturing Suppliers to Global Sourcing Companies
Date Issued
2014
Date
2014
Author(s)
Chen, Lih-Jiun
Abstract
This thesis aims to analyze the marketing and communications strategy for contract manufacturing suppliers to develop long lasting business relationship with respect to global sourcing companies by understanding the drivers of the global sourcing team. By doing so, the contract manufacturing suppliers can enhance the extent of its value creation and hence strengthen its competitiveness and growth in the global sourcing markets.
Similar to any BSB business operation, contract manufacturing suppliers face a complex organization context when engaging businesses with a global sourcing company with an ultimate goal of making profits, growing the business sustainably, and wining long-term business relationship. However, these manufacturing suppliers focus mainly on their manufacturing productivities, product quality so that they can drive costs down to compete in the market. They therefore overly focus on internal factors and overlook the value that marketing efforts can bring to their success. Some might even think that marketing is a waste and unproductive to the final result.
Our research finds that contract manufacturing suppliers usually deliver values beyond product quality and price, but they often fail to convert the value into higher price and long-term relationship. They often end up providing a lower cost to secure the business. As a matter of fact, when contract manufacturing suppliers look for long-term margins and growth, cost control is not the only way to make these things happen. They can also leverage B2B marketing strategies and activities to increase competitive advantages and the level of stickiness with customers for a better and more sustainable business model.
This research first explains the new product development process and control points from the perspective of a global sourcing company, as well as the roles of related decision-making units with their differential drivers. Their communication should include different messages at the different stages of the processes. It is important to have effective communication to convey the right messages.
This is not as simple as having a new marketing function inside the business organization that can own the marketing capability and build on the value of marketing to businesses. It requires a visionary strategy with workable plan for execution. The business should lead the plan, and provide the hand to implement and the heart to be passionate about transforming the company from a production-driven to a production-and-market driven business.
Subjects
B2B行銷
行銷溝通
全球採購
合約製造廠商
Type
thesis
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