Case Detail

Case Summary


Case Number: 5-404-756, Year Published: 2004

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Authors: Alice Tybout; Bridgette Braig

Key Concepts

Positioning, Business Marketing, Marketing, Marketing Strategy


This case explores the role of corporate-level positioning in a business-to-business environment. Anixter is a $3.1B global value-added distributor with three main divisions: Communications, Industrial Wire and Cable, and OEM Supply. The case outlines Anixter's corporate positioning and how this plays out in its sales efforts, HR/corporate culture, advertising, service offerings, and acquisitions. The case shows the importance of positioning even in business-to-business industries and illustrates the impact of the positioning on sales and marketing efforts as well as higher-level strategic decisions such as entering new markets.

Number of Pages: 9

Extended Case Information

Teaching Areas: Marketing

Geographic: US/Global

Industry: Communications

Organization Name: Anixter

Organization Department: Management

Organization Size: Large

Year of Case: 2004