Subject area
International marketing, distribution channel management, market entry, strategic management.
Study level/applicability
Masters level management students and executives specializing in distribution channel management. This case can also be applied to Masters level analysis of strategic marketing.
Case overview
The case examines BBMCI, a wholly owned subsidiary of a multinational making an entry in the Indian consumer appliances market. The focus of the case is the distribution aspect of the market entry strategy, its formulation and implementation.
Expected learning outcomes
The key learning objective is to evaluate distribution channel design and monitoring mechanisms. The case examines the linkage of distribution strategy formulation and the implementation challenges in a large and internationally extended sales organization. The key takeaway would be the need to change the distribution strategy as the organization's position in market evolves.
Supplementary materials
Teaching note.
Distribution Channel Management in an Internet Age: Equilibrium and Social Welfare
