Companies conducting business in multiple marketing channels need logistics and IT solutions that support their wide array of strategy and operations. Those, and other firms, do not solely rely on new concepts but also on continuously developing their businesses in the interaction between marketing and logistics. This case study will show on these aspects - how marketing and logistics may be integrated in such a channel environment by continuously developing the business as well as through new approaches in information technology - electronic commerce.
The Luna case Within Bergman & Beving Tools illustrates the development of a medium sized distributor from catalogue based firm to flow co-ordinator in a group constellation, a change from a single steady going to a multiple requirement demanding marketing channel. Luna is a transaction intensive distributor of tools and machinery equipment with long experience in logistics and information technology. The company is guarantor for assortment quality, fast and reliable logistics through sophisticated IT solutions as well as value added competence in its trade relations with dealers and end customers. Independent dealers and end customers are found in Nordic industrial, construction, engineering, administration and consumer sectors. Bergman & Beving Tools is parent company to seven distributors of which Luna is the largest.
To start with, this case describes the background development of the business in the fields of marketing, logistics and information technology until 1993. The second part between 1993 and 2001 describes how the marketing agenda has changed, how electronic commerce has been used to develop the business and changes in logistics, both on operational and strategic levels. As a whole the case describes changes in logistics management and how that has interacted with market development.
2002. , 53 p.