Instruments of procurement marketing by the example of a car manufacturer: An introduction to the concept of procurement marketing with a case example of Volkswagen
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Wernigerode, course: Ausgewählte BWL-Probleme Internationaler Unternehmungen, language: English, abstract: This paper presents the function of procurement marketing and demonstrates its implications for the classical procurement department. In the first section the paper introduces the concept of procurement marketing and well-known existing theories that frame this function. In the second section the paper provides an analysis of the use of procurement marketing at Volkswagen.
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¾ Procurement ABC Analysis adapt procurement objects aims applied procurement marketing approach Procurement marketing Audi Bichler buying agent car manufacturer Volkswagen Chemnitz clutch cable column Combined XYC company’s supply Corporate procurement CZ products demand competitors demanding department design performance e.g. VW efficiently fuel injection Giunipero Harlander Hofmann homogenous product Illustration Instruments of procurement Internationales Beschaffungsmarketing iPAD JIT procurement Koppelmann level C products Level CZ long term planning long-term medium valuable Menze need analysis Passat Piontek platform as follows potential suppliers preliminary products procurement demand procurement department procurement market research procurement process procurement strategies requirements Sachsen GmbH 2010 sales marketing Stuttgart supplier orientation Supply and demand supply contracts supply market research task Thereby the supplier various suppliers Volkswagen AG 2008 Volkswagen Sachsen Volkswagen Sachsen GmbH VW car VW Golf VWgroupSupply VWgroupSupply.com want to provide western companies Win/Win Situations VW Witherton XYC and ABC XYZ analysis Zwickau