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Teracom Limited: Appointing a Consumer Distributor
內容大綱
Teracom Limited was a medium-sized engineering manufacturing firm in India whose product portfolio included modems. The company catered to the various telecom service providers across India, including Bharat Sanchar Nigam Limited , a major state-owned telecommunications company. Teracom’s customers were primarily business-to-business entities such as government organizations and telecom operators. However, it was considering selling its modems to retail customers. After seeking applications for new distributors of Teracom modems, the company narrowed the list down to four candidate firms. In December 2014, Teracom’s president of corporate business had to use a distributor selection model and undertake a distributor performance appraisal. What were the main criteria for evaluating the four applicants, and which firm was the best fit?
學習目標
This case is suitable for undergraduate or MBA courses on sales and distribution strategies, marketing strategies, and consumer durables industries. It addresses issues of distributor selection and evaluation and how a consumer durables company deals with distributors in the Indian market. After completion of this case, students will be able to<br><br><ul><li>appreciate a unique model for creating a distribution network;</li><li>identify issues particular to retail distribution in India by revisiting conventional business models developed for Western markets and recommending a course of strategic action in an Indian context; and</li><li>discuss the intricacies of the consumer durables business, particularly the issues of marketing channels, distribution models, distributor selection, and performance evaluation for success in India.</li></ul>