Strategies for Sustainable Channel Relations in Mobile Telecom Sector

In: Business and Management

Submitted By nipundeolankar9
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Strategies for Sustainable Channel Relations in Mobile Telecom Sector

The main objective of the study is to provide an accurate role for the company executive in developing channel relations. The constructs identified for developing sustainable relationships were Setting distribution objectives, Channel design, Logistics, Image Building, Inventory management, Channel management, Payment & credit, Promotional assistance, Setting targets, Coverage frequency , Motivating channel members to perform. The sample selected contained distributors from the Mobile telecom sector and company executives/channel managers of leading telecom companies. Factor analysis and Friedman’s test was applied. The findings revealed a correlation in attitude between distributors and the executives. Motivating distributors was rated as the most important strategy by the company. The distributors felt that all channel partners needed to have positive attitude towards the channel while company executives felt that aggression made channel members perform effectively. Such findings will be of use to mobile telecom companies who are new entrants to the Indian market and to existing companies who plan to expand their coverage
There are 4 GSM and 2 CDMA players, 4800 distributors (Cellular Operators association of India), having 260 company executives. In case of distributors ,the total sample size 240 distributors from the Mobile telecom sector, out of which 120 were high performing( with Rupees 80-90 million/annum turnover, above which the areas are normally bifurcated) distributors and 120 were low performing (around Rupees 10.5 million/annum) distributors and 75 company executives/channel managers were considered.
The primary data was collected with the help of a non – disguised well structured questionnaire based on dimensions related to channel management and a channel…...

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