Colgate-Palmolive France (A) (French)

Published 09 Jan 1994
Reference 2132
Topic Marketing
Region Europe
Summary

The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

Teaching objectives

To describe the retail environment for consumer goods in France and to assess the balance of power between manufacturers and retailers in distribution channels.

Keywords
  • Distribution
  • Conflict Fabricants
  • Trade Marketing
  • Illustration of Problem