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The general manager of GlaxoSmithKline India has been tasked to increase annual sales of the health food drink Boost to upwards of 18 per cent, without any significant change in contribution margins.<br><br>Repositioning the brand could increase the size of the target market, but may also jeopardize the brand’s sharply defined positioning. Attempting expansion of the distribution network, where the competition is strong and deeply entrenched, might strain company resources and may even be counterproductive. Executing the two strategies will require entirely different skills and the deployment of diverse resources. The general manager needs to make a firm and calculated choice.

The general manager of GlaxoSmithKline India has been tasked to increase annual sales of the health food drink Boost to upwards of 18 per cent, without any significant change in contribution margins.<br><br>Repositioning the brand could increase the size of the target market, but may also jeopardize the brand's sharply defined positioning. Attempting expansion of the distribution network, where the competition is strong and deeply entrenched, might strain company resources and may even be counterproductive. Executing the two strategies will require entirely different skills and the deployment of diverse resources. The general manager needs to make a firm and calculated choice.