Case: Janszen Photo Family business Three formules: Direct Ready Verbeek Photoshop (discounter) Janszen Photo (differentiator)
retail concepts / Elements of the retail-mix Assortment Promotion GRIP Direct Ready Janszen Photo Verbeek Core is developing and printing Focus on 1 hour service; cheap, fast and quality. PMC s Photo Soft- & Hardware and mobile telephone Focus on value for money; quality Photo Soft- & Hardware, mobile telephone Focus on good prices and large assortment. Personal service Friendly sales staff Friendly sales staff Friendly sales staff Service Customer orders Customer orders & repair service outside assortment. Customer orders & repair service outside assortment. Shop atmosphere Carefull, neat atmosphere Carefull, "neat" atmosphere Stunt atmosphere Price Low price (possibly suggested) Low price (possiblu suggested) Lage prijs (evt. gesuggereerd) Location A1 A1 & A2 A2 & B1
Assortment: width
Depth GRIP assortment Flitsers 8 8 Statieven 6 11 Tassen 10 15 Filters 15 35 Foto diversen 5 10 30 Lampen 2 4 Doka toebehoren 2 Papier 4 8 Chemie 4 1 Dia toebehoren 5 15 17 Verrekijkers 10 15 Kabels 5 30 Fotocamera's Compact camera 5 25 35 APS compact camera 10 20 Reflex body 8 8 Lenzen 10 8 Camcorders Videocamera's 10 15 Telefonie Mobiele telefonie 1 15 25 Telefonie 5 10 Telefonie accesoires 2 4 Kleur negatief films Film 22 20 25 APS film 8 8 10 Boeken Fotografie 3 9 Video 4 12 Digitaal montage 5 Tijdschriften Fotografie 2 4 2 Camera's 1 4 Diversen 2 CD's Ceedees?? Audio Walkman/discman 20 Hoofdtelefoons 11 Computers desk tops 3 schermen 2 laptops 1 printers 2 papier 3 Digitaal Computer toebehoren 1 Lijsten Lijsten 10 31 85 Videorecorders Videorecorder 2 21 DVD 1 Pasfoto's Pasfoto's??? Tapes Camera tapes 4 20 20 Videobanden 3 10 30 Audiotapes 2 2 20 Diversen tapes 1 8 Occassions Occasions?? Albums Albums 15 35 40 Batterijen Batterijen 22 30 30 Video accesoires Digitaal montage 1 Accu's 5 20 Video diversen 2 Prof fotografie Vakfotografie??
Purchasing Centralised Photo International Contracts the suppliers; ordering and direct deliveries Buys end-of-product-life-cycle products per pallet: order with PI and deliveries from DC of PI
What to do Analise Janszen using the POP-model What are the requirements of the 3 PMCs Make ideal Kraljic for each formula Describe the present Kraljic Compare Make recommendations
LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal Direct Ready LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal Janszen Photo LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal Verbeek LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier
Total IDEAL picture LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier
Present Direct Ready Hefboom Goederen Totaal fotowerk Strategische Goederen Routine Goederen Kleur neg films Diversen Lijsten Telefonie Fotocamera s Pasfoto s Albums CD s Batterijen Tapes Prof. Fotografie Computers Tijdschriften Knelpunt Goederen Laag Toeleveringsrisico Hoog
Present Direct Ready LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Present Janszen Hoog Invloed op het financieel resultaat Laag Hefboom Goederen Fotocamera s Diversen Camcorders Routine Goederen Telefonie Totaal fotowerk CD s Kleur neg films Occasions Tapes Pasfoto s Lijsten Prof fotografie Digitaal Video accessoires Batterijen Albums Videorecorders KTV Audio Strategische Goederen Knelpunt Goederen Laag Toeleveringsrisico Hoog O
Present Janszen LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Present Verbeek Hoog Hefboom Goederen Fotocamera s Diversen Camcorders Strategische Goederen Invloed op het financieel resultaat Laag Routine Goederen Telefonie Prof fotografie Totaal fotowerk Digitaal CD s Video accessoires Kleur neg films Batterijen Occasions Albums Tapes Videorecorders Pasfoto s KTV Lijsten Audio Knelpunt Goederen Laag Toeleveringsrisico Hoog
Present Verbeek LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal <> Real Direct Ready LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal <> Real Janszen Photo LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Ideal <> Real Verbeek LEVERAGE STRATEGIC ROUTINE BOTTLENECK many suppliers <--------------------------> 1 supplier LEVERAGE ROUTINE STRATEGIC BOTTLENECK many suppliers <--------------------------> 1 supplier
Problem: When to include something in the assortment and when not? When leverage, when routine?
Karásek-scale albums photo frames... computers telephones related to core business NOT related to core business
Vertical scale Either: cumulative % turn-over per product category; take 80% as cut-off point 80% value is leverage + strategic (above line) 20% value is routine + bottleneck (below line) Or: take cut-off point at 3 to 4 % of purchased value; above = leverage + strategic
Position Photo International continue present policy? direct: price focus >> cost focus Role as supplier of routine items contracting, collection, deliveries
Question: What is the core competence of Janszen actually? photostuff fast moving consumer goods?