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Snap on

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Submitted By hdaorong
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Pages 2
Daorong Huang
MKT 333 Case 5

1. What are the four key components of the Snap-on marketing strategy? First, their products quality, they use credit payment to sell their products. Second, charging premium prices which is about 10 more percent than its direct competitors. Third, presenting the tools directly to the mechanics. Fourth, establishing franchises for each independent dealer. 2. What one element of Snap-on’s marketing mix do you think separates it from its competition?

The distribution separates it from its competition. Snap-on introduced the distribution method by selling territories to individual sales dealers and having them carry product inventory in their vehicles for immediate delivery to the customer. 3. How would you describe Snap-on’s marketing channels (distribution)?

There are four channels: mobile van franchises, company-direct, distributor and the internet. Company-direct and vans comprise only small percentage of business and are used in the open market. You can go to the company to get the new products or you can buy it from the mobile van franchises. Snap-on sells most of their products directly to a select number of distributors, and then they resell products.

4. Assume that average annual per-square-foot sales for specialty retail are approximately $400 per square foot. How does this compare to Snap-on’s revenue generation per square foot? Why do you think there is such a difference?

$400,000/160 sqft = $2500
$2500 - $400 = $2100
Snap-on sell at a much lower price to specialty retail because it can appeal more retailers to buy the products, thus, promoting sells. For high profit to sell snap-on tools, retailers will try to persuade customers buy the product which is a good method to sell the product and also advertise the

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