Abstract

This case is about the decision to be made by an entrepreneur on the distribution channel to use from the choices available to him. Five choices are placed before Mr. Raman, the first generation entrepreneur who chose to manufacture and sell plastic items like buckets, mugs, jugs, and clothes baskets. Now he had to arrive at a decision.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The objective of the case is to enable the student to understand the need to evaluate the channel choice on certain parameters like
• Reach
• Cost
• Competitive superiority
• Future platform comfort

Keywords

Sales, distribution, channel choice, reach, cost, competitive superiority, future platform comfort, strategy