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Emerging Markets Case Studies Collection
ISSN: 2045-0621
Online from: 2011
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BBMCI: setting up a distribution channel in India
| Title: | BBMCI: setting up a distribution channel in India |
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| Author(s): | Jaydeep Mukherjee (Associate Professor at the Management Development Institute, Gurgaon, India) |
| Citation: | Jaydeep Mukherjee, "BBMCI: setting up a distribution channel in India", Emerald Emerging Markets Case Studies Collection, (2011) |
| Keywords: | Distribution channel management, Distributor management, Monitoring of distribution channel, Sales policy formulation, Setting up distribution network |
| Article type: | Case study |
| DOI: | 10.1108/20450621111123452 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Acknowledgements: | Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality. |
| Abstract: | 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. |
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