The head of advertising and sales at National Dairy, a quasi-government co-operative enterprise in Odisha an Indian state, harassed by the danger from private milk advertising firms that attempt to take-over the monopoly position taken by National Dairy for around three decades. The title company’s Salesforce supplies intelligence reports from the marketplace, indicating that National Dairy's authorized retailers and bulk customers (e.g., tea booth owners and restaurants) were slowly changing to competing brands, tempted by attractive schemes and better earnings.
National Dairy Defending Market Leadership Case Study Solution
National Dairy confronted the dilemma of the need to defend its leadership position and assemble a sustainable competitive advantage while parallel continuation to carry on its societal obligations towards the farming community in Odisha. Subrat Sarangi is affiliated with KIIT School of Management. Debasis Pradhan is affiliated with Xavier School of Management.
PUBLICATION DATE: February 09, 2015 PRODUCT #: W15020-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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