In 2019, the founder and chief executive officer of StoreKing, a distribution company that sold consumer products to rural India through designated retailers, faced the challenge of attaining 100,000 retailers by 2020. The chief executive officer (CEO) had previously identified an opportunity to use an assisted e-commerce model to reach rural consumers and offer them a better variety and choice of products than offered by traditional distribution channels. The challenge now was to grow the business rapidly to be viable and to achieve a leadership position to compete with not only similar players but also the large e-commerce company, Amazon.com, Inc. The CEO needed to decide on a growth strategy, how to promote the concept to retailers, and how to develop an edge over the competition.
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