ASSESSMENT OF CHANNEL MANAGEMENT PRACTICE AND CHALLENGES IN THE CASE OF AMBALAY RAEY TRADE & INDUSTRIAL P.L.C

Abstract

Channel management is one of the major factors that enable import industry to do what improve? Improve their business performance. Successful Import Company has best practice channel management. Ambalay Raey Trade & Industrial PLC has low business performance. One of the main reasons is poor channel management practices. The main objective of this thesis is to study existing channel management practice and challenges of the company, and recommend improvement direction. To achieve this objective, a literature survey has been conducted through descriptive research approach to get empirical knowledge. The selections of the respondents were carried out by senses survey of the 200 channel members. The existing supply channel management practices of the company have been assessed using questionnaire, interview and secondary data. The data was analyzed by using descriptive statistics and presented in tables. The major findings indicate that, most of the channel management practices are poorly applied which represented with group mean value of 2.8. Based on both questionnaire and interview analysis the case company has poor incentive, poor information sharing practice and product availability and delivery problem. Channel conflict and power and control of the company are the major challenges of the case company’s channel management which prohibits the success of channel relationship. To improve the existing channel management practices of the company, improvement directions are forwarded based on the analysis results.