Case
BATA PAKISTAN LIMITED
INDUSTRY :FOOTWEAR
AREA :MARKETING
ORGANIZATION :-
LENGTH :14
LUMS No :04-471-87-1
PUBLICATION YEAR : 1987
DESCRIPTION
ABSTRACT:
The footwear giant faced competition from vendors selling its own brands at lower prices. While Bata expected that its distributors would sell only to those dealers who did not operate in the vicinity of its stores or agencies, they could not exercise any control over the dealers. The Retail Manager was asked to chalk out a plan to counter this problem. The case describes the company history and channel management.