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Channel conflict at Autopart India / 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.
- Sales management--Case studies.
- Sales management.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2023.
- Summary:
- Autopart India Limited has been selling automotive components in India for over two decades through a direct-to-consumer model, using a team of 500 salespeople. Autopart's business suffered immensely from the onset of COVID-19 at the beginning of 2020. To revive the business in 2021, the company needed to increase its sales quickly. The leadership team realized that their direct sales channel could not be expected to achieve the mass penetration that the company required to achieve its long-term business plans. Thus, they decided to introduce a distributor channel in 2021, which could focus on hitherto ignored small garages and automotive component retail outlets. However, while implementing the multichannel strategy in 2021, there was price competition between the two Autopart sales channels, which confused the customers, eroded their trust in the Autopart brand, and resulted in lost sales to competitors. The leadership needed to take action in 2022, easing the channel conflict within the organization and increasing collaboration among the different customer-facing teams to gain market share and business from the competition. They pondered the merits of establishing a uniform price policy across channels, integrating the different channels under one joint sales manager, rationalizing the incentive payout structures, or having some training interventions to build a collaborative culture.
- Notes:
- Description based on: online resource; title from PDF information screen (Worldcat, viewed May 1, 2023).
- ISBN:
- 1-5296-2113-5
- 9781529621136
- OCLC:
- 1362532771
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