Tcl : searching for the right growth formula in a challenging market /
This case concerns the growth struggles of TCL, a tractor company in India, which enjoyed a 19% market share nationally, but had only a 5% market share in the western state of Maharashtra. During the last five years, the company had increased its sales team, appointed many new dealers to cover the m...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | This case concerns the growth struggles of TCL, a tractor company in India, which enjoyed a 19% market share nationally, but had only a 5% market share in the western state of Maharashtra. During the last five years, the company had increased its sales team, appointed many new dealers to cover the market intensively, and initiated focused market development activities. The TCL sales team managing the dealerships were exhausted and confused about what to do and what not to do. The attrition of TCL sales team members and dealers was high in 2022. The Maharashtra zonal sales manager pondered if it was better to give stretch targets to the Maharashtra sales team, just train them to do market development, or add new projects to specifically target some key markets to deliver the desired market share of 7% in 2023. Students will be asked to analyze the sales and distribution problem faced by a tractor company in India and to arrive at the root cause of the company's problem. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071940006 1071940007 |