Case Henkel Ibérica (A) The case tells about the big conglomerate Henkel KgaA and its challenges in highly competed business area, the fast moving consumer goods (FMCG). Henkel Spain, the Spanish subsidiary of the German company Henkel KgaA, has noticed that the skyrocketing level of sales promotions and the complexity of the laundry detergent portfolio have seriously taxed their sales, production, and distibution systems. Stock keeping units (SKU) have almost tripled in five years because of
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Case Henkel Ibérica (A) The case tells about the big conglomerate Henkel KgaA and its challenges in highly competed business area, the fast moving consumer goods (FMCG). Henkel Spain, the Spanish subsidiary of the German company Henkel KgaA, has noticed that the skyrocketing level of sales promotions and the complexity of the laundry detergent portfolio have seriously taxed their sales, production, and distibution systems. Stock keeping units (SKU) have almost tripled in five years because of
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Robert Kurtz IOM 483 W/M Noon March 6th, 2013 Henkel Henkel Iberica (Question #4) What does an Everyday Low Price (EDLP) strategy mean? What are the costs and benefits of this strategy? An Everyday Low Price strategy is a retail strategy that will consistently have low prices without the need for sales or promotions. One of the best examples of this pricing strategy is Wal-Mart, and it is even in their minimal advertising campaigns. Some of the benefits of EDLP are that it can
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