Abstract
Sashi Kujur, Branch Manager, LPB Ltd. (a major Television marketer in India) was losing sales in Baleshwar district of Odisha as the distributor of West Bengal (neighbouring state) was selling materials in his territory at substantially lower prices. The Regional Manager of LPB was not very keen on taking any action as the region had a greater stake on West Bengal distributor and the problem was quite common in these areas across competitors and other product categories. Odisha sales team as well as the distributor were demotivated by the unabated infiltration and were also losing faith in Sashi’s leadership. The discount structure of LPB was much higher for a greater volume of sale; hence, competing on price with West Bengal was not a sustainable solution for Odisha. Sashi needed to find a long term solution for the problem and had to take concrete steps immediately.
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