Home bakery : deciding on an intensive distribution model / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, (Economist), author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Marketing channels--Case studies.

Marketing channels.

Marketing--Decision making--Case studies.

Marketing.

Retail trade--Case studies.

Retail trade.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2024.

Summary:

Home Bakery is a popular chain of sweetshops and restaurants in Gurugram, a city in the northern Indian state of Haryana. It had set up a new bakery unit to expand its production capacity by mass-marketing its products. The objective of Home Bakery was to leverage the brand name it had been able to build among residents of Gurgaon (the former name of Gurugram) through its sweetshops. Home Bakery planned to grow demand by increasing the availability of baked items such as cakes, breads, and stuffed rolls in retail stores near consumers. The objective of the distribution channel was to allow more people to access their favorite home brand conveniently and reliably. Karan Rao, the general manager of Home Bakery, has to decide between three intensive distribution models: selling through the wholesale market; selling through a distributor network; or selling through the firm's own sales force directly to the retailers. Students will be asked to evaluate the three options, while considering the objectives and constraints of Home Bakery.

Notes:

Description based on XML content.

ISBN:

1-0719-3506-2

9781071935064

OCLC:

1417358912