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Q.If the wholesaler is eliminated, what difficulties do you think the manufacturers would have to face?

Himachal HpboseHPBOSE Himachal Class 11 (Commerce) 2024Subjective· 5mImportance★★★★★est
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Remove the wholesaler and the manufacturer must do all wholesaling tasks — storage, finance, risk, and dealing with countless scattered retailers — raising cost and effort.

The wholesaler stands between the manufacturer and retailers, performing many services. If the wholesaler is eliminated, the manufacturer would have to face these difficulties:

  • Storage of large stocks — the manufacturer must warehouse the entire output until sold, needing space and incurring cost.
  • Blocking of capital/finance problem — funds get locked up in unsold stock and in credit given to retailers, straining working capital.
  • Dealing with many small, scattered retailers — instead of a few wholesalers, the manufacturer must contact and supply a very large number of small retailers spread over wide areas — costly and time-consuming.
  • Bearing all the risk — the manufacturer alone would bear the risk of price fall, spoilage and bad debts that the wholesaler normally shares.
  • Performing distribution services — grading, packaging, collecting and sending in small lots, and providing market information, all have to be done by the manufacturer. …

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