Growing the Sales of ‘Wondersmoke’: Overcoming the Retailers Capital Crunch

Jaydeep Mukherjee

Asian Journal of Management Cases, 2020, vol. 17, issue 2, 211-219

Abstract: In March 2018, Rajan joined Wondersmoke India Ltd (WIL) as a sales executive for their cigarette business in Odisha, India. Although there was good demand for Wondersmoke as per the internal customer survey report of WIL on Kendrapara district of Odisha, a lot of the time, the demand was not fulfilled as the retailers did not have sufficient stock owing to inadequate working capital. Rajan needed to increase the cigarette sales from retail outlets in Kendrapara by ensuring that there was no loss of sales due to the lack of working capital of the retailers. Further, he needed to achieve the desired sales performance without making any exception to the company policy of no credit.

Keywords: Sales policy implementation; sales loss due to inadequate retailer capital; sales increase by minimizing stock-out; distributor sales management; managing intensive distribution (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:17:y:2020:i:2:p:211-219

DOI: 10.1177/0972820120927189

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