Family, Children And Friends So Big Corporate Groups Have An Advantage?

Book live your passion

Peter: yes, definitely. groups own subsidiaries which carry many brands and can therefore work much more efficiently. Everything is optimally organized. Aletta: The second advantage involves collaborative purchases of advertising. Because of their large size, they know exactly what they're buying. As a comparatively small business, we're weaker there. First, we cannot buy so much. And second, we don't have much experience with media planning. Unfortunately, a lot still occurs by trial and error. Peter: Finally, big corporations can exert group pressure. If you're a jeweler and you want to carry brand A, you're compelled to also carry watches from brand B. This coupling can be very aggressive. They sometimes go so far as to insist that jewelers either remove Frederique Constant from their assortment of merchandise or risk losing the privilege of carrying watches made by successful brands that belong to big corporate groups. Aletta: When a jeweler is put under such strong pressure, he may regretfully have no choice but to turn us away because he simply cannot afford to lose one or another of the big brands. That's the situation in the business these days. Peter: So we rely on smaller familyowned jewelers who also order from corporationindependent suppliers and can thus cultivate a healthy mix of brands.

Fields marked with a * are required

You want a copy of our book? please fill the form below. Thank you