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Summary Part 4: buying and selling in a complex B2B world
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buying and selling in a complex B2B world (part 4 of sales)
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International sales & procurementPart 4: Buying and selling in a complex B2B world
Kraljic Matrix
Purchasing portfolio analysis
Leverage products: Strategic products
Alternative sources of supply available Critical for product’scost price
Substitution possible Dependence on supplier
Competitive bidding Performance based partnership
Routine products Bottleneck products
Large product variety Monopolistic market
High logistics complexity Large entry barriers
Labour intensive
System contracting + E-commerce solutions Secure supply + search for alternative
, Kraljic Matrix: example Brewery and Airline
• Which routine products are basic for a • Give some leverage products of
Duvel/Ryanair? Duvel/Ryanair?
• What is essential but rather scarce • What will be the stategic product of
(bottleneck)? Duvel/Ryanair?
Kraljic Matrix: testcase exam ! Starbucks
Leverage products Strategic products
Buildings Coffee machines
Routine products Bottleneck products
Napkins Coffee beans
Straws
Cups
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