ALFA views the Manufacturer –
Distributor relationship as a long –term partnership. It is with this goal in
mind that the company is highly selective when choosing new product lines in
which to invest its resources. Considerable time is invested in market research,
forecasting, and dealer interviews prior to adding a brand to the company’s
look book. Once a brand is deemed an ideal fit to complement ALFA’s other
offerings, it is further reviewed using the following criteria.
How selective is the manufacturer in
choosing distributors? Will they open anyone who meets the buy-in requirements,
or do they support wholesale-only distributors? Is the brand over-distributed?
Does the brand have distributors working out of residential locations or retailers
with distributor-level pricing?
ALFA’s Marketing Department invests
significant resources into developing meaningful advertising campaigns and
programs for its partners. Many of these are self-funded. When promoting a
specific brand or product, the company finds it wise to partner with its
suppliers, and looks for this capacity during evaluation.
ALFA seeks market leaders which offer
high-quality products and superior support. Innovative manufacturers who
provide unique materials and grow the company markets command attention.
Is this brand conducive to three-step
distribution? Is the brand presently being sold for a few points over cost by
retailers that have been elevated to WD status? Is the manufacturer selling through all
channels? If so, is their structure set up for distributors to be integral
partners or new account incubators.
Will the manufacturer forward new leads
to distributors, or pursue them and compete with their WDs in the process? Will
accounts buying from current distribution be opened up directly by the
ALFA Distribution looks for partners who
are invested and determined to pursue prosperity; the company relies on its
partners to continuously create growth opportunities by developing innovative
ALFA is committed to being a transparent
link in the supply chain, offering clear and direct communication when issues
arise or detours are required. The company looks for the same qualities in its
Has the manufacturer invested in electronically
cataloging their data to make it easier to sell and promote their products?