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Ace Brokerage

The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

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Dhaval Thacker
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36 views2 pages

Ace Brokerage

The document discusses why it is not feasible for a company's sales force to directly reach the large number of institutional customers. Wholesale distributors are generally used in the institutional market as they can provide convenience and credit facilities to customers. It is recommended that the company continue working with their current broker, Ace Brokerage, by convincing them of the institutional market potential and having them create a separate sales force with the proper skills to target these institutional buyers.

Uploaded by

Dhaval Thacker
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Why not Direct Channel

Too many Institutional customers not feasible for


brokers sales force to reach out to so many
institutional customers
Generally followed model in institutional market is
through local wholesale distributors
Wholesale distributors can provide spatial
convenience, faster replenishment for customers &
can also extend credit facilities
Hence, wholesale distributors are inevitable. To
cater to the market, following alternatives are there:
o Go with Ace Brokerage catering to both retail and institutional
market
o Go with another broker with tested capability for institutional
market while continuing retail market sales through Ace
Brokerage
The Way Forward
Taking a long term perspective we recommend
Morreaux to continue with Ace for institutional
buyers channel
Convince Ace about the market potential so
that they make necessary investments
Tell Ace to create a separate sales force for
institutional buyers
Ace should impart them skills to deal with
institutional buyers
Clearly communicate the objectives to Ace
If needed Morreaux should give additional
support to Ace Broker to develop this channel

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