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Compact case
Case
-
Reference no. F590-002-1
French language
Subject category: Marketing
Published by: INSEAD
Originally published in: 1990
Version: 09/94
Revision date: 15-Jan-2013
Length: 4 pages
Data source: Field research

Abstract

This is a French version. This case is the second in a three-case series. The series describes the distribution, sales policy and negotiations involved in the marketing of consumer goods in France. The objectives of this series are to describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels. They illustrate the problems created for manufacturers of high retail concentration and the application of negotiation skills. Analysis is made of the consequences of the relationship between the manufacturer and the distributor.
Location:
Other setting(s):
1982

About

Abstract

This is a French version. This case is the second in a three-case series. The series describes the distribution, sales policy and negotiations involved in the marketing of consumer goods in France. The objectives of this series are to describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels. They illustrate the problems created for manufacturers of high retail concentration and the application of negotiation skills. Analysis is made of the consequences of the relationship between the manufacturer and the distributor.

Settings

Location:
Other setting(s):
1982

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