Question

In 2012, former Chief Financial Officer (CFO), Jennifer Cue, returned to Jones Soda as Chief Executive Officer, with a mandate to turn the company around. Part of the new strategy to save the company was to establish B2B partnerships with companies such as 7-Eleven and Fiat, in order to tap into the robust ___________.

Answer 1

Part of the new strategy to save the company was to establish B2B partnerships with companies such as 7-Eleven and Fiat, in order to tap into the robust reseller market.

What is the B2B partnership?

• A B2B partnership is a collaboration between two or more businesses with the aim of creating a win-win situation that will sustain growth and provide substantial value to all parties.
• This might take the form of opportunities for product development, marketing, or general corporate growth.

What is the reseller market?

• The market is made up of wholesalers and merchants that purchase goods to resell.
• A reseller purchases goods with the intention of reselling them for a profit later.
• Since resellers buy products and services in bulk from suppliers, they frequently get deals.
• Then, through the process of resale, resellers establish a connection between producers and customers, delivering goods and services to customers.
• These include supermarkets, department stores, and specialist shops like those that provide pet supplies or home improvement products.

Therefore, part of the new strategy to save the company was to establish B2B partnerships with companies such as 7-Eleven and Fiat, in order to tap into the robust reseller market.

Know more about wholesalers here:

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