-
7/25/2019 SF & CM_Group I (9)
1/17
Sales Force &
Channel Management
S.C.M.H.R.D. 1
-
7/25/2019 SF & CM_Group I (9)
2/17
Case : Apple FoodProducts
Satyam Roy B61
Anant Saboo C0Bhaut!" Popat C0#
$aura% ulan! C11
'arshal (ath C1
S.C.M.H.R.D. 2
Batch : 1
Group : (I) 9
-
7/25/2019 SF & CM_Group I (9)
3/17
Apple food products s a !ell "#o!# co$pa#% !th a !de product
ra#&eco$prs#& soft dr#"s' ce crea$s a#d read%toeat (R*)
food products.
+,er the %ears' A- had de,eloped a# e/celle#t dstr0uto#
s%ste$!hch s a co$0#ato# of ts o!# salesforce a#d dstr0utors.
hle custo$er se&$e#t for each other of the product
cate&ores could0e dere#t' there are a lar&e #u$0er of
retalers !ho "eep all theproducts a#d pac" s3es of A-.
he 0ottle coolers a#d deep free3ers are &,e# to the $a4or
retal po#ts0% the co$pa#% a#d o!#ed 0% t.
he co$pa#% has 0ee# fortu#ate to 5#d a lar&e #u$0er of
#depe#de#t
dstr0utors for each of ts 0us#ess u#ts a#d product
cate&ores.he dstr0utors are pr$arl% 5#a#cers for the 0us#ess
a#d ther re
dstr0uto# a0ltes are #ot of top 6ualtes.
He#ce there s a #eed for A- to ha,e so $a#% of ts o!# sales$e#
to&e#erate seco#dar% sales.
S.C.M.H.R.D. 7
Case escr!pt!on
-
7/25/2019 SF & CM_Group I (9)
4/17
S.C.M.H.R.D. 8
-
7/25/2019 SF & CM_Group I (9)
5/17
he $a# purpose of a Dstr0utor s to e#sure thatthe products are
dstr0uted # all the outlets # thatterrtor%.
o 0e &ood at ths' he #eeds to 0e !ell a!are a#dfa$lar !th
the de$a#d a#d the suppl% of productsfor the co#su$ers of hs
area.
-or ths' there s a co#sta#t #eed of $cro $o#tor#&of each a#d
e,er% product a#d ther respect,ea,ala0lt%.
Co#sder#& the a0o,e $e#to#ed roles' t ca# 0eassu$ed that the
role of a dstr0utor s #ot pr$arl%of a Financer.
-#a#cers are $ore co#cer#ed !th the R+I toforecast the de$a#d
a#d u#dersta#d the co#su$er
0u%#& 0eha,or.S.C.M.H.R.D.
)1* +s the role o, a d!str!butor pr!mar!ly that o, a -nancer.+s
he not supposed to ta"e care o, the re/d!str!but!on o, the
products to all the outlets !n h!s terr!tory
t t t
-
7/25/2019 SF & CM_Group I (9)
6/17
Sales$e# should #ot o#l% 0e used to &e#erate
the seco#dar% sales' the% ca# also 0e 6ute
eect,e # $a"#& drect pr$ar% sales toretalers outsde the
terrtor% of dstr0utors.
her $a# role s to closel% $o#tor the 0ul"orders a#d supples of
the dstr0utors.
Ho!e,er' # ths case' the sales$e# of thedstr0utors should 0e
used to $a"e seco#dar%sales rather tha# the co$pa#% sales$e#
0ecause the dstr0utor;s sales$e# !ould 0e$ore fa$lar3ed !th the
terrtor%.
S.C.M.H.R.D.
