Retail chain management of IGLOO

Abstract

This report is about the whole scenario of retail and distribution operations of IGLOO ice cream. In this report, I have tried to demonstrate the challenges IGLOO faces in retail operation, the gap between the expectation and reality of retailers, the perception of retailers towards IGLOO as well as the satisfaction level in terms of support from the company for the retailers. I went for market survey till the time of preparing this report and ended up with 277 respondents among Dhaka city. Lack of strong distribution channel, challenges to maintain proper cold chain, the complains against dealer support, company support, as well as rude attitude of Delivery Sales representatives have also been found out during my survey. Although the demand of IGLOO is getting higher because of its synonymous taste and quality over decades but IGLOO is in threat to lose market share as many retailers are about to divert from IGLOO to other rivals due to lack of enough support from IGLOO. These dissatisfactions of retailers are being taken as opportunity by other competitors. They have started to offer more convenient services to the retailers. Despite having dissatisfaction, most of the retailers still want to do business with IGLOO. They want immediate execution of actions against complains raised by them. The complains and opinions remain understated, they perceive. Moreover, they cannot think they are the member of IGLOO family. In this circumstances, faster and most convenient services must be assured, a strong integrated communication and interactions between company and retailers must be developed. IGLOO should approach in such a way so that the retailers can also go with the company to achieve the goal as whole. In this report, I discussed about the problems faced by dealers and retailers, what the dealers said about reason of these problems, the suggestions given by some retailers, and recommendations on basis of this report.