Details

Case

Educator Copy

BATA PAKISTAN LIMITED

ARIF J


INDUSTRY : FOOTWEAR

AREA : Marketing

ORGANIZATION : -

LENGTH : 14

LUMS No : 04-471-87-1

PUBLICATION YEAR : 1987

DESCRIPTION

KEYWORDS:

Distribution, management of conflict, consumer products, retailing


DESCRIPTION:

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.


LEARNING OBJECTIVES:


SUBJECTS COVERED:

Marketing