A management action research for designing a trade program to instill cooperation among CMPI dealers

Date of Publication

2015

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation

Abstract/Summary

This action research aimed to address the recurring issue of Canon Marketing Philippines Inc. regarding the insufficient dealer stock situation of Canon PIXMA printers in the retail stores. Currently, this issue has been preventing in sustaining the prime standing of Canon PIXMA in the inkjet printer industry. Collaboration with the Trade Marketing and Sales Teams through formal meetings, casual interviews, email correspondences, and report documents were done in all four steps of action research cycle namely constructing, planning action, taking action and evaluating action. It was found out that there was a gap in meeting the demands of the market and the support extended by the dealers to Canon products. The team later on agreed that the root cause of our issue is weak relationship with our dealers. Through the collaborative efforts, a newly designed trade program was made in order to gain the cooperation of the dealers in providing sufficient stocks to their retail stores. In doing so, it was sought to build collaborative relationship with the dealers by aligning mutual incentives for both parties to achieve a common goal of good financial performance. This intervention proved to be a minute step in resolving the underlying issue but paved a way to gradually solving the weak relationship with the dealers in order to improve the insufficient dealer stock situation of Canon products in the retail stores.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG005941

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

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