個案資料
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Tamul Plates Marketing: Channel Challenges for an Organic Product
內容大綱
In early January 2018, the chief executive officer and co-founder of Tamul Plates Marketing Private Limited had just confirmed the next round of much-needed funding. Having accomplished this goal, he was reassured that funding was taken care of until 2020. The funds would drive a long-awaited expansion and take the company to its next phase of growth. Although he had worked hard to refine the company’s business model over the previous six to seven years, the co-founder was still working on fine tuning the company’s distribution strategy. One challenge was how to expand distribution channels across India. Historically, more than 70 per cent of sales came from wholesalers. However, with increasing attention on building the brand, the co-founder worried that this approach might not work in the future.
學習目標
This case is suitable for a graduate-level channel management course, where students can work on channel design issues. The case can also be used in an advanced rural marketing course, highlighting unique aspects of working with rural entrepreneurs and developing distribution channels. The case is also suitable for an executive course on sales and distribution management in emerging economies. By working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the different aspects of distribution channels as well as the relevant issues involved in choosing a specific channel.</li><li>Evaluate the role of the consumer in a company’s channel design.</li><li>Develop a marketing and distribution plan for a unique and environmentally conscious product that is grown and procured in a specific area of India.</li></ul>