Explain how marketing and logistics functions should work together to develop segmentation plans that can more easily be made to work in practice, and to create more accurate forecasts of demand.

Matrix twist

Questions

1 What has caused the ‘matrix twist’ between CleanCo and its retail customers?

2 What actions are needed to straighten out the ‘matrix twist’?

3.Explain how marketing and logistics functions should work together to develop segmentation plans that can more easily be made to work in practice, and to create more accurate forecasts of demand