PROBLEMS IDENTIFIED IN THE CASE

Some of the problems which have been identified in the case are:-

1. First of all the two channel partners are located in the main
Mandi and are within 100 yards of each other. This is
creating a lot of difference in the market.

2. Another problem which can be identified here is that A

started giving additional discounts on Gem products to the
person who have come from territory B. When B Came to
know about it he also started selling GSDL products at a
discounted rate to the persons coming from territory B.

3. Both of them Started complaining to ASM of the company,

though the strategy adopted by both A and B was in the
violation of the company.

4. They also ignored the weaker markets in lieu of their game

plans.

5. In addition to their game plans they even cut down the credit
percentage in the main Mandi market .

6. They did not cover the new extension and localities in the
city. The competitors took advantage of this situation and
started nibbling into the market share of GSDL.

7. A and B were also not getting sufficient incentives from the

company, this also weakens their interest in the company.

8. Because of the constant complains to the company by the

distributors, Company now planned to introduce an
 additional distributor C in the market, which would be the
new distributor for their new campaign (Shampoos).

9. Both A & B did not like it and they both oppose management
decision.

10. In addition C wanted to enter into the market of Soaps

and detergents, this also created a lot of chaos for the
company.

So these were the problems which can be identified in the

case.