Marketing Coursework Module 4 – Case Reverse Logistic

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Module 4 – Case
REVERSE LOGISTICS
Case Assignment
We return to the hypothetical grocery delivery business described in Case 1.
If you buy a defective computer, then it’s a given that you’re going to take it back to where you bought it, either to be repaired, replaced, or returned in exchange for a refund. If you buy a net of onions that has some moldy ones in it, then it’s a given that you’ll simply throw them away. Taking them back to the store isn’t worth the trouble.
In the case of MyShoppingCart, the situation is a bit more complex. Your customers are paying a high premium for fast, 24/7 delivery of groceries. If a Silicon Valley matron gets a corked bottle of pinot grigio, or a tin of pate de foie gras with an unwholesome aroma, then she expects your company to come get it, and credit her account.
This is an example of reverse logistics, which your readings describe as “a supply chain opportunity.” But you’re having difficulty finding any opportunities in the smelly bags of spoiled groceries that turn up at your warehouse from time to time. This problem is a lemon. Your challenge – to make lemonade!
Carefully examine the situation, and discern any opportunities to profit from the returns, or at least earn enough money to offset the losses. Here are some clues. You bought the products from somebody, right? Maybe they’re good for it. Also: information about product quality is valuable, at least in principle. How could you monetize that value? Who would be interested in seeing that information, and what could you gain by providing it to them?

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