Channel conflict Bharat petroleumArjama MukherjeeCore-marketingDM14D08

Major sources of channel conflict –Competing Goals

–Different Perceptions of Reality

–Clashes over Domains: Intrachannel competition

–Multiple channels and Gray market

–Threats by Channel Partner

Typical supply chain process

Supply chain & distribution

Supply chain in India

Products with relative channels• Automotive : Products are sold through franchise

• Industry : Commercial business unit I&C

• Home : Bharat gas owned and franchised by the company

• Skies : BPLC Aviation, Bharat star service Banglore Airport

Types of channel conflict• Vertical : Selling lubricants in motor garage, automobile showroom,

exclusive retail outlets and petrol pumps.

• Horizontal: Two petrol pumps side by side

• Multi level : Two franchiser of same brand nearby

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