Problem: Extensive distribution networks and concentrated sales strategies have been a major reason for the success of companies such as Asian Paints and Berger. Typically, these companies assess the external business environment to determine uncertainties, industry rivalry and market forces that impact the business potential of a market. To monitor and manage their overall performance, such companies tend to develop sales territories majorly based on geography and business potential.
As these territories are also interconnected via distribution channels, conflicts are bound to surface. Each channel member wants to maximize its output to earn the performance-based reward offered by the company. This internal competition is the primary reason for conflicts. But the dynamics and the complexities keep changing as other case-specific reasons surface.
In this case, a similar company has hired you to resolve their recently developed complex channel conflicts. In an existing distribution of paint products, there is a constant tussle between various distributors majorly based on the following domains:
Q1. Conflicts between distributors regarding territories and various discount formats offered
Q2. Conflicts between distributor and retailer regarding higher margins and sales targets
Q3. Conflicts between company and distributor for margins, territory and increased distribution reach
Suggest a step-by-step, practical resolution for each of the three cases based on your conversation with relevant stakeholders.