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V Padhmanabhan (Dr GRD Institute of Management)
Published in:
14 pages
Data source:
Field research


Mr Shetty, a ceramic tile wholesale businessman in Coimbatore, was primarily involved in the distribution of non-branded ceramic tiles to southern districts of Tamil Nadu. Until 2002, he was enjoying an unprecedented growth in his sales, as well as in the expansion of the dealer network. After 2002, he started facing a sudden slump in the wholesale business because of reduced order placement from the dealer network. This case explains the crisis faced by Mr Shetty, and also provides an opportunity for management students to analyse the case.


Marketing; Dealer network; Tiles; Tamil Nadu; India; Wholesale; Retailer
Other setting(s):
1994 to post 2002

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