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You’ve just joined the Halifax Electrical Products Company as VP Sales and Marketing. As your first assignment, the president of the firm asked you to review the three distribution channels through which it sells its products. You are to recommend strategies to improve efficiency, motivate channel players, and increase sales.
Channel 1: Manufacturer’s Representatives who sell to mid-sized OEM customers.
Channel 2: Industrial Distributors who sell to small OEM customers.
Channel 3: Electrical Wholesalers who sell to dealers who sell to MRO customers.
How would you build more efficiency into the channels? What would you have to do to encourage channel partners to spend more time selling Halifax products? What performance goals would you consider? Examine the key players in the channels along with their wants and needs. Let’s discuss these and other ways to meet the president’s request.
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