MANUFACTURER MAP & MRP PROGRAMS
What the heck are MRP/MAP programs and why do I need to participate?
The answer is that some resellers, especially those selling online with minimal overhead and few expenses, or those that are “back door” buyers, can move a large volume of products through aggressive price discounts. This drives down average retail prices and results in decreased purchases from reputable dealers that honestly follow retail pricing guidelines. However, with Minimum Advertised Price (MAP) and Minimum Retail Price (MRP) agreements that are legally enforceable, it levels the “playing field” so to speak by ensuring that all resellers maintain an agreed on minimum price, resulting in a fair competition across the board. Most large marine product suppliers require mandatory dealer participation and manufacturers can refuse to sell to and can discriminate against a reseller if they do not adhere to their agreement, i.e., end-user warranties can be invalidated, product purchases denied and even legal action taken in some cases.
The Bottom Line:
As a wholesale distributor we are required to inform our dealers of these policies, but at CED Marine we go one step further and assist/educate our resellers in the completion and submission of MRP/MAP Program applications, which varies by manufacturer. At CED Marine we “play by the book”, and we believe that our dealers have integrity and want the best for their customers, including fair pricing and honest warranty claims, so we promote pricing policies and keep our dealers up to date on continually evolving requirements from our suppliers.
MAP & MRP APPLICATIONS & POLICIES
MANUFACTURER | DESCRIPTION/INFO | ACTION REQUIRED |
---|---|---|
![]() | Roswell Dealer Authorization Letter | Download and read policy |
![]() | Authorized Indirect Dealer Application | Download and read policy. |
![]() | ICOM Authorized Reseller Application ICOM Authorized Reseller Program | Complete/submit online reseller application, download and read policy. |
![]() | ACR Authorized Reseller Application ACR Authorized Reseller Policy | Complete/submit online reseller application, download and read policy. |
![]() | FURUNO Authorized Reseller Policy and Application | Download and complete/submit reseller application and read policy. |
![]() | Fusion Authorized Reseller Policy Fusion-Authorized_Reseller_Application | Download and complete/submit reseller application and read policy. |
![]() | Garmin Authorized Reseller Policy and Application | Download and complete/submit reseller application and read policy. |
![]() | Lumitec Map Policy | Download and read policy. |
![]() | NAVICO Authorized Reseller Policy and Application | Complete/submit online reseller application for Lowrance, Simrad and B&G products. |
![]() | OceanLED MRP Policy | Download and read policy. |
![]() | Raymarine Authorized Reseller Policy and Application | Download and complete/submit reseller application and read policy. |
![]() | Seaview PYI - MAP Policy | Download and read policy. |
![]() | Standard Horizon MAP Policy | Download and read policy. |
![]() | Xantrex MAP Policy | Download and read policy. |