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Internally, Barilla's own sales and marketing organizations saw the concept as infeasible, dangerous, or both. The sales representatives feared their roles would diminish. They were also worried that Barilla was not ready to handle the sophisticated nature of demand forecasting. Finally, going to JITD would remove some incentives that could cause resistance from distributors and supermarkets...
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They were also worried that Barilla was not ready to handle the sophisticated nature of demand forecasting. Finally, going to JITD would remove some incentives that could cause resistance from distributors and supermarkets.
Externally, the distributors are unwilling to give up their authority to place orders...
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General points of the essay
As a recently appointed marketing manager to a local company you have been asked to convince the management team of the benefits of adopting the marketing concept.
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