Launch and marketiing approach of a company based on a drop shipping model.

Abstract

Dropshipping is a phenomena that emerged during the past 5 to 10 years and which is still relativly unknown to the general public. This business model based on the maximum simplification of the logistic chain has recently been in the center of controversies. Despite its emergence in the online sales, very few litterature studied the operation and the marketing strategies of the companies who use it. This study will introduce the main concepts of drop shipping such as its busniess model, its suppliers, the main actors of the market and the services that developped around it. A particular attention will be given to the marketing strategy with the example of the company Fractal Belgium. This case focused on the market of jewellery and bracelets will help to understand the behaviour of the customer towards online sales and the decision making process that the companies must make in order to generate profits. The case of Fractal Belgium will then be extrapolated to other markets. The study will eventually talk about the ethic of such a business model and the possibilities of development that it offers on the long term.