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In the MFL it talks about leveraging distribution systems, building brands, and being the manufacturer instead of retail. I was wondering how others feel about these topics.
Leveraging distribution systems: Would engaging in the private labeling of another companies product and marketing it a different way be considered fast lane (fit the criteria). It seems to me that it would be a way to build a brand and utilize existing distribution systems. The only problem I see is that you would not have control you could get into a similar situation as affiliate marketing. I do know of several companies that have done well with private labeling and licensing agreements. Even a few licencor that have outperformed the company they are licensing.
Manufacturer advantage: I somewhat disagree with this. Even though you seem to have the most control over your product if you cannot sell it then you make no money. I think in today's society the retailers have gained in power in comparison to the manufactures in the aspect of flexibility. If consumers all want blue hats and you are the blue hat guy then you will make money but one day the consumer could say we want red hats only. The retailer will shift to purchasing only red hats. This would force you to adapt or die. I am not say that this is always the case by any means just throwing out an opposing viewpoint. I am interested what other have to say.
Leveraging distribution systems: Would engaging in the private labeling of another companies product and marketing it a different way be considered fast lane (fit the criteria). It seems to me that it would be a way to build a brand and utilize existing distribution systems. The only problem I see is that you would not have control you could get into a similar situation as affiliate marketing. I do know of several companies that have done well with private labeling and licensing agreements. Even a few licencor that have outperformed the company they are licensing.
Manufacturer advantage: I somewhat disagree with this. Even though you seem to have the most control over your product if you cannot sell it then you make no money. I think in today's society the retailers have gained in power in comparison to the manufactures in the aspect of flexibility. If consumers all want blue hats and you are the blue hat guy then you will make money but one day the consumer could say we want red hats only. The retailer will shift to purchasing only red hats. This would force you to adapt or die. I am not say that this is always the case by any means just throwing out an opposing viewpoint. I am interested what other have to say.
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