GROWING BIG: DEVELOPMENT OF STAFIX LTD`S CHANNEL MANAGEMENT IN GERMANY : Case Study: Stafix Ltd. and Igepa group
Hollmeier, Jessica (2010)
Hollmeier, Jessica
Jyväskylän ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010061712342
https://urn.fi/URN:NBN:fi:amk-2010061712342
Tiivistelmä
The company Stafix Ltd. started working with the wholesaler Igepa group in March 2010 in the German market. Stafix did not have a lot of experiences about working with a wholesaler but nevertheless things just happened to work out fine in the end.
Stafix is also operating in other European markets such as France and Spain and is planning to work with a wholesaler also in those markets in the future. Therefore the overall intention of this thesis is to give some kind of a guideline to Stafix for those future co‐operations. With the help of the findings from the case study Stafix shall be able to have a better understanding of what are the important things to take into consideration when starting to work with a wholesaler in order to reach even better wholesale contracts and avoid doing the same mistakes in the future.
The research task is to discover the companies` objectives towards the co‐operation and analyse it according to the theoretical background of channel management. Therefore the theoretical background of channel management is introduced at first. To do so, the researcher refers to the work of several
considerable authors. In a summary the most important points of channel management that are to be considered when starting to work with an intermediary will be noted. In the second part the researcher will introduce the participants of the case study and analyse their objectives with the help of participant observation and interviews.
In the third part the most important elements of channel management, which are channel participants, channel structure and channel conflict, will be illustrated in detail according to the results from the research methods and will be combined with the findings from the theory. The discussion gives a short review upon the thesis as well as a short glance into the possible future of the co‐operation.
Stafix is also operating in other European markets such as France and Spain and is planning to work with a wholesaler also in those markets in the future. Therefore the overall intention of this thesis is to give some kind of a guideline to Stafix for those future co‐operations. With the help of the findings from the case study Stafix shall be able to have a better understanding of what are the important things to take into consideration when starting to work with a wholesaler in order to reach even better wholesale contracts and avoid doing the same mistakes in the future.
The research task is to discover the companies` objectives towards the co‐operation and analyse it according to the theoretical background of channel management. Therefore the theoretical background of channel management is introduced at first. To do so, the researcher refers to the work of several
considerable authors. In a summary the most important points of channel management that are to be considered when starting to work with an intermediary will be noted. In the second part the researcher will introduce the participants of the case study and analyse their objectives with the help of participant observation and interviews.
In the third part the most important elements of channel management, which are channel participants, channel structure and channel conflict, will be illustrated in detail according to the results from the research methods and will be combined with the findings from the theory. The discussion gives a short review upon the thesis as well as a short glance into the possible future of the co‐operation.