[Name : Rabialdy Caisar Wiraputra Student ID : 29119048 Pre-Class Assignment: Clique Pens: The Writing Implements Division of US Home QUESTION 1. How are the objectives of MDF different from trade discounts? 2. Should Clique be more concerned with retailer needs (requirements) or consumer needs? ‘What factors drive this decision? 3. Should Clique institute MDF as a marketing initiative or as another means for sales to compete for retail shelf space? 4, If Clique were to fully implement MDE oriented to consumers, how should Ferguson go about obtaining retailer suppor? 5. How should Ferguson manage the pull/push conflict between the marketing department (Chen) and the sales department (McMillan)? ANSWER 1. MDE (Marketing Development Funds) Trade Discount Product Retail Ivete Peony wc Price Ies seems that MDF or Trade discount has same objective that is to increase sale that will be affect gross profie margin. Otherwise, in the term of what the main focused of MDF ot Trade discound orally differnt. MDF focused on increasing related to the marketing promotion that will increase brand awareness by consumer, instead trade discount focus on reducing retailed price rather than end product for costumer. 2. I certainly sure thar retailer needs should be more focused rather than consumer. In the term of sale writing implement firms is very dependable on intermediaries firm moreover retailer firm have kind of bergain power in the term of price. Writing implement consumer are insensitive to the price issue its looks like comodity product, so the competition of this product would be so tight. Ignoring retailer needs will be affected on reducing firm competitiveness to the competitor3, I think in order to incresing the gross profit margin we need to have clear solution about weather MDF consumer oriented or sales strategy will suit the most co fix the problem. Both of MDF or sale i belive there is trade off between this strategy, MDF not directly creat value for costumer so the firm cannot capture value itself, Sale strategy such as trade discounc can’t be 100% will be increased gross profit margin as we know that other competitors drive this strategy too to make sure their product can compete to gain market share She have to make sure that MDF can be drived sale that will affect gross profit margin. The main objective of MDF is to make sure that this fund can make incentive for retailer to increase product sale of co-op company. This incentive can affect to the shelf space for product to in the term of competition with the competitors I think berween sales or markering there is should agreement in the term of the best solution to solve reducing in gross profit margin. In the order to find the best solution regarding we need to find win-win solution. Both marketing or sale should conduct integration that fitnest with the problem so the problem can be solve effectively and efficiently.