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How do a suppliers business objectives need to be adjusted for each market?

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How do a suppliers business objectives need to be adjusted for each market?

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10

Manufacturers and service providers that analyze their market position by geography or vertical market characteristics are usually going to find themselves in different competitive positions within each segment. Their market share is likely to be different by market, their growth opportunities will be different and their competition may be different. As a result, the channel partners they need to use to get to market may be different as well. A common flaw occurs when management creates a generic strategy–such as a generic growth strategy–not recognizing the dramatic differences by market segments. This type of shotgun approach is seldom successful in the long term. Should all resellers be treated equally? No. Every indirect channel reseller essentially has a business model that defines a set of activities it performs for the manufacturer or the supplier. Costs are directly related to the number of activities and functions that the reseller can or will agree to perform. Some perform

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