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Dealer network: A brief study

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  1. Conceptual framework on dealers network
  2. Role of the dealer
  3. Need of the dealer
  4. Dealers relations
  5. Dealers satisfaction
  6. Conclusion

Dealers are essential part of the industry. He helps the products by familiarizing the goods to the customers, by distributing and thereby creating demand. He is the kingpin in the business world of manufacturer and distributor. Today he is the sales man who is responsible for us to have more articles for perpetual use.

Dealers are the part of the distribution channel. Distribution refers to the steps taken to move and store a product from the supply stage to the customer stage.

Raw materials and components are moved from the suppliers to the manufacturer whereas finished products are moved from the manufacturer to the end customer. Distribution is the key driver of the overall profitability of a firm because it directly impacts both the supply cost and customer experience.

[...] Thus, good dealer relations are only promoted if the manufacturer is fair to the dealers. For example, salesman of some manufacturer dumps products to the dealer in the name of aggressive selling, and the products lie in the shops without sale. In such circumstances, in order to sell those products and goods which are excessive with the dealer, the manufacturer should offer adequate trade discounts and cash discounts and also provide display facilities and even should arrange contest among the dealers. [...]


[...] DEALER SATISFACTION Satisfaction is the level of a person's feeling of pleasure or disappointment resulting from comparing a product's perceived performance in relation to the person's expectations. Satisfaction is a function of the difference between perceived performance and expectations. Companies seeking to win in today's market must track their customers' expectations of the company's perceived performance and customer satisfaction. While assessing the satisfaction level, a company must not conclude that it can get a full picture of dealer satisfaction and dissatisfaction by simply running a complaint and suggestion systems. [...]

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