Case Study

Background: You are the Territory In charge of the territory Jumhritalia;

Jumhritalia is divided in to 5 markets A, B, C, D, E. The analysis of sales data for
year 2019 of each of these markets is given in the appended table:

Suppose today it is 5th of January 2020

Territory Profile: There are total 3 main distributors who cater to 90% potential
of the market and the rest of the market is catered by another 5 distributors who
cater to 2% each of the market. Distributors are:
R.K. Enterprises: caters to A
Agri Input: caters to B, D, E
A.S & Sons: caters to C

Market Dealers Bayer Wt.Reach M.Share

Dealers
A 10 6 60% 10%

B 6 6 100% 12%

C 20 10 50% 6%

D 10 9 90% 9%

E 10 5 50% 5%

Total sizes of different markets are:

A: 60 mio ; Potential Acerage:100
B: 90 mio ; Potential Acerage:150
C: 60 mio ; Potential Acerage:60
D: 100 mio :Potential Acerage:110
E: 30 mio; Potential Acerage:100

DSO norm is 60 days for the company distributors.

Current Scenario: Agri Input’s DSO is approaching 60 days and you have come
to know that A.S & Sons has given an order of 10mio to your closest competitor.

From Nov. 30th to 15th December 2019 you have really worked hard to meet
high potential customers with respective F.A.s and conducted several Farmer
meetings to place Folicur.
Now it is time for you to work on placement of Folicur and at the same time you
need to start working for Potato.

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Market A,B,C are Wheat markets and D & E are predominantly Potato dominated
markets (50% potential acreage under Potato).

All high users/ambassador customers for Wheat and Potato are predominantly in
market B & D.

Action Planning

 Classify the market into different quadrants depending upon market

potential, market share. etc with reason.

 What should be your distribution strategy?

 Suppose you have 4 allocated FO. for all the markets. What would be the
allocation of FOs & top 2 objectives for each of these respective F.A.s.

 What will be your campaign plan for Potato ?

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