Airwide manufactures a wide range of heating, ventilation, air conditioning (HVAC) products. The Italian director of sales and marketing for residential and light commercial is to check the company’s channel management strategies. The Italian market is currently served by three have master distributors, the geographical responsibility for the Northern, Central and Southern regions of Italy, and is responsible for 85 percent of sales in Italy Airwide. The balance is sold by small traders remains of early c … Read more »

Airwide manufactures a wide range of heating, ventilation, air conditioning (HVAC) products. The Italian director of sales and marketing for residential and light commercial is to check the company’s channel management strategies. The Italian market is currently served by three have master distributors, the geographical responsibility for the Northern, Central and Southern regions of Italy, and is responsible for 85 percent of sales in Italy Airwide. The balance is sold by small traders remnants of an early channel management arrangement. Nuova Climatizzazione, the trader is based in Genova, Airwide has approached with a proposal to its resellers to achieve discount with Master Distributors. To examine airwide management, the decision and the implications for channel strategy and partnerships
This is a Thunderbird Case Study.
«Hide

from
John Zerio,
Samarth Sangal,
Tanmay Saraykar
Source: Thunderbird School of Global Management
10 pages.
Release Date: 16 October 2009. Prod #: TB0017-PDF-ENG
Airwide International HBR case solution