Colgate-Palmolive France (B) (Spanish)

Published 14 Oct 2016
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. To illustrate problems created for manufacturers of high retail concentration. Application of negotiation skills. Analysis of consequences of termination of relationship manufacturer/distributor.

Keywords
  • Distribution
  • Conflict fabricants
  • Trade marketing
  • Consumer goods in France
  • Sales policy and negotiations
  • Illustration of problem