Wardrobe Concept Ltd. (WCL) is a rapidly growing semi-custom cabinet maker. Their premier product line is sold through a network of regional building product distributors. Recently, WCL has developed a strategy to sell a moderate line of cabinets called the Skyline Collection that will be sold though home store chains. At a recent industry trade show, interest in the new line high and all indications point toward heavy demand for WCL products.
Shortly after the trade show , Joann Franzen , the vice president of marketing ,met with her logistic counterpart ,Shane Doane , to discuss the opportunity . Franzen want to discuss the demand forcast for the Skyline Collection. The meeting was also intended to address the strategy for product distribution.
Both agreed that the forecast was reasonable and relatively conservative, given the current economic conditions. However , the two disagreed on order fulfillment and distribution issues.
Franzen suggested that the WCL private fleet be used to move finished goods from ECL assembly plant in Franch Lick, Indiana to the retail outlets of Home Mart, a Midwest chains with 250 stores and WCL’s first customer to consider signing a contract for the Skyline Collection. As the inaugural reseller of the Skyline Collection, we need to give Home Mart exceptional service,” said Franzen.