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Complete Case details are given below :
Case Name : Boston Whaler, Inc.: Managing the Dealer Network
Authors : Thomas V. Bonoma, Margaret L. Kane
Discipline : Marketing
Case Length : 22 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Mr. Joseph Lawler, newly-appointed president of Boston Whaler, Inc. (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.
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