If either party breaches that agreement, then it can lead to late delivery, a refund being necessary and/or one or both parties going in a different direction for future orders and issues. In the case of both risk-taking and financing, it is always best to go with a firm that has proven their worth before. If that is not possible, for whatever reason, the use of references and background checks would be wise. Examples of the latter would include the Better Business Bureau (BBB), an organization that details and logs how well firms do when it comes to resolving complaints in a good-faith and complete manner (Bhasin, 2016).
Another important aspect of channel members and their duties is getting the goods to the store. The company that is dealing with the stores is ultimately the one working with the retail stores. However, channel members are responsible for delivering the goods to the stores on behalf of the product manufacturer. The goods need to get there on-time, in good condition and they need to be moved in the most efficient way possible. If any or all of that is bumbled, it can create a number of headaches for the product manufacturer. There are some situations where negotiations with the final points of sales are done by the channel members, and not the manufacturer. This might be unwise in this instance, but this can be an attractive option for a product that is in high demand and that the channel member knows will sell. This might be an option down the road for the product manufacturer in this case. However, it would be wise to keep tight reins and control on the sale of this product, given how important it is that the campaign go well. As the product is rolled out and achieves penetration and a good reputation, the reins of control can be extended to the channel member so long as certain performance metrics and requirements are met (Bhasin, 2016).
One thing that could be outsourced to a channel member much more easily would be contact management. The manufacturer can get the original array of people to keep in the loop. However, farming that out to a channel member, much like many firms do with accounting or tax services, is something that might save the company some money. If this is a function that is needed on a consistent basis, then a full-time hire by the manufacturer might be wise. However, if there will be a temporary swell in work hours needed, a contractual arrangement with a channel member that has relevant experience and expertise would probably be very lucrative for everyone involved. The same can be done for things like promotions and information management. The firms and companies that operate on the “front lines” are going to have more eyes and ears onsite. This mitigates the need for people at the manufacturer to be present. This does not mean that the manufacturer should not keep tabs on their channel members. However, outsourcing to reputable and trusted channel members can be a boon to a firm that does not have direct connections or offices in the target markets (Bhasin, 2016).
Strategic channel design is about balancing cost and the efficacy of the options and resources in question. With that said, the manufacturer should keep control and power over…
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