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... - What accounts for the problems US Pioneer is having with its retailers? ...
US Pioneer a hi-fi systems manufacturer and leader in the market is having problems with its retailers. Pioneer strategy of “doubling the number of people owning and buying any brand of hi-fi components” was working; Pioneer sales increased from $87 million in 1975 to $135 million to 1976. A Gallup organization consumer survey conducted in the first half of 1977 showed purchasers preferred Pioneer over all other brands in every category.
Just when everything was going well, Bernie Mitchell, president of US Pioneer Electronics, read a number of reports that showed dealers were not doing a great job selling Pioneer products.
The reports transmitted a negative position of the salespersons; they were working against Pioneer sales.
These are some of the things they were doing:
• Persuade customers to buy other brands instead of Pioneer
• The display of Pioneer products was very poor. ...
The real cause of the dealer’s negative position is that they are unhappy with Pioneer. ...
Pioneer needs the dealers and salespeople because their role is very important in the buying process, as shown in a consumer survey.
Approximate Word count = 902
Approximate Pages = 3.6
(250 words per page double spaced)
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