ASSESSMENT OF CHANNEL MANAGEENT PRACTICES: THE CASE OF ABEM SAOP AND DETERGENT MANUFUCTURING P.L.C

Abstract

The purpose of this study is to examine the assessment of channel management of Abem industrial plc. the specific aim was distribution strategy, cause of channel conflict and the important to competitors from the perspective channel member. descriptive research design with mixed approach. The data collection instrument were structured Questioners to conduct the study and 170 channel member and and interview conducted from 3 managers were used. Secondary data used. The finding of the study was discovered that while the credit facility were suitable, the profit margins and incentives were not. Communication, commitment, and trust were not adequate for the channel members due to the noneconomic nature of the connection factors. While the channel members were satisfied with the quality and attitudes of the sales team .the conclusion of the study showed that the company should continue to focus on its distribution strategy, as it is a key factor in its success. The company should also looking for other products in the same categories that are at risk of being de-listed and present an opportunity. Finally, the researcher recommendations that Channel design of the company should consider redesigning its channel structure to reduce the potential for conflict. This could involve creating more direct channels, or making it easier for customers to switch between channels.