This Case is about INNOVATION, MARKETING, SOCIAL ENTERPRISE
PUBLICATION DATE: January 21, 2015 PRODUCT #: KEL876-HCB-ENG
This case looks at a fresh start-up company, d.light Design, as it was attempting to visit market in India with its solar-powered LED lamps in 2009. Among the major choices Goldman and Tozun needed to make was whether d.light should focus on no more than one distribution channel in India, or multiple routes. Capital had been limited by the startup, therefore it needed to get the supply question right to create revenue immediately. The case therefore joins an entrepreneurial difficulty with an emerging- bottom of the pyramid, channel layout challenge, or market. This case will not focus on product design or production challenges but rather on questions of: The restraints that were confronted in the creation of an aligned distribution channel. These channels may have multiple implications such as legal, environmental or managerial. Demand side disorder in the channel structure that may occur if d.light chooses one or other mediums. A) Rural entrepreneur medium. B) Village retailer medium. C) Centered store medium. The financial return relying on cost structure and overhead expenditure in India.
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