Date of Publication

9-26-2021

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Sales and Merchandising

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Ma. Victoria P. Tibon

Defense Panel Chair

Rachel Quero

Defense Panel Member

Angelique C. Blasa
Gett Que

Abstract/Summary

This integrative action research deals with manufacturers who utilizes distributors/dealers in the delivery of their goods to end consumers. Currently, this manufacturer is the market leader in the alcoholic industry. However, because of the pandemic they want to enter non-alcoholic industry with a new product. This strategy has been employed by beer companies in other countries. For the first cycle we learn that manufacturers should invest in their relationship with the distributors. They should improve on dealer experience value and dealer satisfaction to gain dealer commitment. The manufacturers should not make the distributors feel burdensome because of the new endeavor. In the second cycle distributors should give rewards or compensation to their employees who will venture out of their comfort zone in promoting the new product. Ultimately, the front liners are the sales personnel who talks to trade and consumers. The additional pay will balance the effort that was exhibited by the distributor’s employees

Abstract Format

html

Language

English

Format

Electronic

Shelf Location

66 leaves, color illustrations

Keywords

Marketing channels; Physical distribution of goods; Selling—Non-alcoholic beverages

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Embargo Period

3-25-2022

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