Title:	The Appliance Business at Bhubaneswar - Case Study (A)
Author(s):	Kalyan K. Guin, Jaydeep Mukherjee & Gautam Sinha
University:	Indian Institute of Management, Kharagpur, India
Abstract:	This case helps to understand the various tradeoffs involved in distribution channel management of consumer durables in competitive environment. The case builds up major decision issues and highlights the need to manage - not only the commercial issues but also the social relations as well, in channel management context. It also helps in appreciating the evolutionary and dynamic nature of the distribution channels and how one decision can affect the overall structure of the network. The specific situation discussed is the refrigerator business in Bhubaneswar, the capital city of the state of Orissa located at the eastern part of India
Publication Details:	Mml/Vgsom/Case(A)
Pub/Rev Date:	2003
Case Length:	16 pgs
Teaching Note:	Yes
Pages (TN):	3 pgs
Subjects:	Marketing
Issues:	Distribution channel management, tradeoffs and impact
Country:	India
Period Covered:	2001-2003
Industry:	Consumer Goods & Services
Level:	Undergraduate / Postgraduate
Links of Interest:	–