Product details

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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1983
Version: 31 October 1984
Length: 22 pages
Data source: Field research

Abstract

Mr Joseph Lawler, newly-appointed President of Boston Whaler, Incorporated (BWI), believes that better dealer management is the key to his company's continued growth. BWI manufactured a high-price, high performance line of power and other boats for the recreational, commercial, and other markets. Its 250 dealers were served by a small force of regional managers. Most dealers were not exclusively Whaler distributors, and Whaler sales ordinarily did not account for the majority of dealer revenues. Mr Lawler wants the dealers' 'commitment' to BWI increased, whether through new dealer agreements, training, minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Presents a relatively complete account of distribution management problems, and additionally, allows a thorough key account analysis of BWI's top 50 dealers.
Location:
Size:
USD40 million sales
Other setting(s):
1983

About

Abstract

Mr Joseph Lawler, newly-appointed President of Boston Whaler, Incorporated (BWI), believes that better dealer management is the key to his company's continued growth. BWI manufactured a high-price, high performance line of power and other boats for the recreational, commercial, and other markets. Its 250 dealers were served by a small force of regional managers. Most dealers were not exclusively Whaler distributors, and Whaler sales ordinarily did not account for the majority of dealer revenues. Mr Lawler wants the dealers' 'commitment' to BWI increased, whether through new dealer agreements, training, minimum stocking requirements or whatever other device will help increase the importance of the BWI relationship to the dealers. Presents a relatively complete account of distribution management problems, and additionally, allows a thorough key account analysis of BWI's top 50 dealers.

Settings

Location:
Size:
USD40 million sales
Other setting(s):
1983

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