The case scenario investigates a freshly built-up company, d.light Design, which was on the trajectory of entering Indian market with its solar-powered LED lamps in the year 2009.One of the key choices Goldman and Tozun needed to make was whether d.light should focus on just one distribution channel in India, or multiple routes. Capital had been limited by the startup, therefore it needed to get the distribution question right to generate revenue immediately. The case also joins an entrepreneurial problem with an emerging- bottom of the pyramid, channel design challenge, or market. This case will not focus on product design or production challenges but rather on questions of: The restraints that were faced by d.light in the development of an aligned distribution channel.
These restraints may have legal, managerial or environmental implications; Demand-side misalignments in the channel construction that will happen if d.light selects one or another of the considered channels in the case, specifically, (a) rural entrepreneur channel. B) Village retailer route or c) centered stores channel; what mix of channels?Or what single channel?d.light should focus on in the Indian marketplace; The fiscal return possible based on d.light's current price construction and overhead expenditures in India.
PUBLICATION DATE: January 21, 2015 PRODUCT #: KEL876-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
