INSEAD the business school for the world

Selected Case

published: 23 Jun 2014

Eastern Condiments is a three-part case focused on the challenge of distributing spices in Southern India from 2008-2012. Case (A) describes the strategy and tactics that enabled Eastern Condiments to swiftly dominate the local market in Kerala by 2008, yet had poor results in the adjoining state of Karnataka in 2009-2012. Case (B) describes the new strategy to revive business in Karnataka and its consequences. When the market in Kerala starts to stagnate, it also has to revise strategy in its home market.
Please visit the dedicated case website to access additional teaching material and an introductory video.

Pedagogical Objectives:
Teaching Objectives (50 words) (i) Heighten understanding of the relationship between customer insight, market characteristics and a firm’s channel design and distribution model. (ii) Illustrate the fundamentals of channel design and execution: mapping channel functions and flows to the firm’s go-to-market strategy. (iii) Reinforce the importance of alignment of all elements of sales strategy (i.e., sales role design, hiring, training, motivation, evaluation and compensation), and (iv) The adaptation of the firm’s salesforce control system to the local market context.

Marketing, Distribution Channels, Salesforce Management, Salesforce Control Systems, India, Entrepreneurship, Developing Markets, Strategy