Question

Milwaukee is a famous name in industrial quality power tools. Its products are renowned for their rugged design and reliability. Most of its products are sold through wholesalers (industrial distributors) to a wide variety of power tool users including factories, contractors, mechanics, schools, government agencies and many others. Milwaukee claims that almost 80% of its distributors have been associated with it for 25 years or more. Milwaukee describes itself as a consistent and reliable partner to distributors. The company says, “Our business succeeds when your business succeeds.”

    Comment on this statement in terms of its possible implications for ''selection of channel members''. Please explain in more detail.

Answer 1

It can be mentioned that Milwaukee is indeed a brand that has put customer satisfaction and channel partner satisfaction to the highest priority section and that is the reason why they have been able to run the business in a most successful man with the channel partners over 25 years. Therefore in terms of selection of channel members there will be utmost scrutiny also an extensive training program for the channel partner so that they will be in compliance with that of the expectations of the organisation from the customer. Also so friendly relations will be developed with the channel partners over the course of time where incentives will be in line or above the competition levels so that they will be satisfied and would be willing to work with the organisation to the maximum possible extent.