Marketing Strategies Through Effective Distributor-Principal Relationships: A Case Study of Company X in the Eye Care Equipment Wholesale Sector

Abstract

This study assesses the resource materials used in distributor-principal relationships. The aim was to find out what type of resource materials are used, what deficiencies there are, and how they could be improved to optimize the marketing with their usage. Before starting the research, the author gained a further understanding of marketing, the creation of marketing strategies, distributor-principal relationships, and Company X’s market. This resulted in generating a plan for Company X for customer acquisition by using the Ansoff matrix. The study used various tools in the work but mostly focused on theory and how to apply the data gathered from the research to real life. The research methods for the thesis were mixed methods where the author gathered qualitative and quantitative data, which were either gathered as primary data or as secondary data. This was to gain further knowledge on the topic and the resource materials Company X gets provided with. The results showed great variation for Company X to use in marketing in market X and resulted in suggestions on how to use them in their market segment for customer acquisition.