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    Ace Brokerage

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    Dhaval Thacker
    The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

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    Ace Brokerage

    Uploaded by

    Dhaval Thacker
    13 views2 pages
    The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

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    ACE brokerage Case analysis sales and distribution management

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    The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    13 views2 pages

    Ace Brokerage

    Uploaded by

    Dhaval Thacker
    The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

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    © All Rights Reserved
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    Why not Direct Channel

    Too many Institutional customers not feasible for


    brokers sales force to reach out to so many
    institutional customers
    Generally followed model in institutional market is
    through local wholesale distributors
    Wholesale distributors can provide spatial
    convenience, faster replenishment for customers &
    can also extend credit facilities
    Hence, wholesale distributors are inevitable. To
    cater to the market, following alternatives are there:
    o Go with Ace Brokerage catering to both retail and institutional
    market
    o Go with another broker with tested capability for institutional
    market while continuing retail market sales through Ace
    Brokerage
    The Way Forward
    Taking a long term perspective we recommend
    Morreaux to continue with Ace for institutional
    buyers channel
    Convince Ace about the market potential so
    that they make necessary investments
    Tell Ace to create a separate sales force for
    institutional buyers
    Ace should impart them skills to deal with
    institutional buyers
    Clearly communicate the objectives to Ace
    If needed Morreaux should give additional
    support to Ace Broker to develop this channel

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