Increasing sales of non-alcoholic beverages for beer company

This integrative action research deals with manufacturers who utilizes distributors/dealers in the delivery of their goods to end consumers. Currently, this manufacturer is the market leader in the alcoholic industry. However, because of the pandemic they want to enter non-alcoholic industry with a new product. This strategy has been employed by beer companies in other countries. For the first cycle we learn that manufacturers should invest in their relationship with the distributors. They should improve on dealer experience value and dealer satisfaction to gain dealer commitment. The manufacturers should not make the distributors feel burdensome because of the new endeavor. In the second cycle distributors should give rewards or compensation to their employees who will venture out of their comfort zone in promoting the new product. Ultimately, the front liners are the sales personnel who talks to trade and consumers. The additional pay will balance the effort that was exhibited by the distributor’s employee