You’ve just joined the Halifax Electrical Products Company as VPSales and Marketing. As your first assignment, the president of thefirm asked you to review the three distribution channels throughwhich it sells its products. You are to recommend strategies toimprove efficiency, motivate channel players, and increasesales.
Channel 1: Manufacturer’s Representatives who sell to mid-sizedOEM customers.
Channel 2: Industrial Distributors who sell to small OEMcustomers.
Channel 3: Electrical Wholesalers who sell to dealers who sellto MRO customers.
How would you build more efficiency into the channels? Whatwould you have to do to encourage channel partners to spend moretime selling Halifax products? What performance goals would youconsider? Examine the key players in the channels along with theirwants and needs. Let’s discuss these and other ways to meet thepresident’s request.
