Complete Case details are given below :
Case Name : National Dairy: Defending Market Leadership
Authors : Subrat Sarangi, Debasis Pradhan
Source : Ivey Publishing
Case ID : W15020
Discipline : Marketing
Case Length : 11 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The head of marketing and sales at National Dairy, a quasi-government co-operative enterprise in the Indian state of Odisha, is hounded by the threat from private milk marketing firms that are attempting to overtake the monopoly position enjoyed by National Dairy for close to three decades. The title company’s field salesforce provides intelligence reports from the market, indicating that National Dairy’s authorized retailers and bulk customers (e.g., tea stall owners and restaurants) were slowly switching to competing brands, lured by attractive schemes and better earnings. National Dairy faced the dilemma of wanting to defend its leadership position and build a sustainable competitive advantage while at the same time continuing to uphold its social obligations towards the farming community in Odisha.
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