Sunil Jain, CEO of Kenstar, an Indian home appliance manufacturer, needed to finalize the sales strategy for the 2024 festive season. His key challenge was resolving the conflict between online and offline sales channels. E-commerce platforms offered discounts, boosted sales volume, and helped clear stock, but this affected Kenstar’s sales team, who struggled to meet offline sales targets because retailers were buying products from online platforms for resale at better prices. Jain had to decide on a strategy to reconcile the channel conflict, refine its pricing and dealer promotions, and redesign incentives to recognize the evolving role of the sales team in a multi-channel retail marketplace.
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