Retailer Relationships Research Paper Example | Topics and Well Written Essays - 1250 words

Retailer Relationships - Research Paper Example The British American Tobacco is a leading retailer within the region. They have established retailers to help ensure that their consumers can access their products in an effective way. The retailers ensure that the supply of goods is reliable, and therefore this enables consumers to buy what they need, wherever they are and whenever the need arises at quality prices. Proper relations between the retailer and consumer ensure that one pays reasonable prices for the commodities they buy (Newman & Cullen, 2002). The British American Tobacco targets a certain range of consumers in the market, and therefore to make it to their target goals, there are ways of marketing their products. They create adverts or conduct consumer awareness campaigns to help the consumer understand what goods are in the market and thus choose the best suitable for their needs. These retailers take into consideration the need to maintain their environments clean and the need to release user-friendly products in the market. Therefore, they usually pack their products in environment friendly packages, and in case of dangerous emissions, they treat them before releasing to the human environment. To ensure that the youth do not smoke, they have put restrictions to the sellers and suppliers on who the products should be sold to. Their commodities are under restriction for individuals below the age of 19. To ensure that sellers stick by the policy, they put adverts in televisions, signboards, and even campaigns against underage smoking. The BAT Company want to ensure that they fill every gap in the market; they even conduct research to identify whether they serve the needs of their customers. This helps access the type of services provided. They compare their products to those of their competitors, and therefore strive to improve the quality of goods offered. The quality may vary due to the distribution of their commodities; failure to engage customer opinions in their activities or even the overal l quality of products may be poor (Jones et al, 2002). However, research conducted recently showed that the British American Tobacco is one among the best retailer marketing institutions. Competitors have released substitute products to the markets that are of low quality and that cause more harm to the human body. The British American tobacco should put all the necessary efforts to ensure that consumers have the knowledge on the need to consume legitimate products. These contrabands only aim at making profits and do not care about consumer safety (Madaan, 2009). Since these illicit products cannot be altogether kicked out of the market, they need to establish their authentication to at least ensure that consumers are not at serious risks. With the changing times, British American Tobacco has managed to enhance its supply in different continents. Through this, it is easier to achieve growth because access to new markets increases sales, and later on, increasing the profits attained. With more branches, it is more likely to expand the company’s profile, and therefore this even creates more jobs for people all over the world, and more suppliers enabling distribution of commodities are able to earn themselves incomes and enhance interactions between consumers and retailers at grass roots level. Diversity in markets explored increases connections, but this is only possible using effective managerial personnel and creating