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Research in Motion, a Canadian manufacturer of smart phones, has been unable to penetrate the Nigerian mobile phone market to secure a larger market share than 2% given the entrenched competition of Samsung Nigeria, Nokia, and other competitors. Victor Stone, a representative of the company is in the process of crafting a new distribution strategy to grow the company’s market share in Nigeria. RIM is faced with several options such as bypassing its national distributors for Nigeria to establish its own wholesale and retail outlets equipped with a sales force to serve customers directly. It is also considering partnering with grey market retailers and reviewing its distribution agreements with distributors for Africa. These different options have several implications and also do not align with the diverse interests of channel intermediaries. RIM wants to grow its market share but not at the expense of maintaining good relationships with its distributors. The company needs to take immediate action.