NTL Lemnis: Exploring the B2C Market
NTL Lemnis, a joint venture between NTL Electronics of India and Lemnis Lighting of the Netherlands, has ambitious sales targets and is considering entry into the business-to-consumer (B2C) segment. The company aims to offer energy-efficient LED products to Indian and international markets under the globally acclaimed Lemnis brand Pharox. Top management is planning a sales force structure for the consumer market and is analyzing the design of a sales force in the context of generalist and specialist structures. It is pondering the recruitment and selection strategies at NTL Lemnis so that it can hire a best-in-class sales force. What is the proper size of the sales team? Apprehensions about the effective distribution model to use to increase the reach of the company’s products also persist.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B15A040-E
Format: PDF
Number of pages: 9
Publication Date: Jul 30, 2015
Language: English
Review date: Jul 27, 2015
What material is included in this case:
Description
NTL Lemnis, a joint venture between NTL Electronics of India and Lemnis Lighting of the Netherlands, has ambitious sales targets and is considering entry into the business-to-consumer (B2C) segment. The company aims to offer energy-efficient LED products to Indian and international markets under the globally acclaimed Lemnis brand Pharox. Top management is planning a sales force structure for the consumer market and is analyzing the design of a sales force in the context of generalist and specialist structures. It is pondering the recruitment and selection strategies at NTL Lemnis so that it can hire a best-in-class sales force. What is the proper size of the sales team? Apprehensions about the effective distribution model to use to increase the reach of the company’s products also persist.
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Year: 2015
Geographic Setting: India
Industry Setting: Manufacturing;
Learning Objective
This case is designed for use in a sales management course to discuss the size of sales forces, sales force design, the recruitment and selection of sales forces and channel management. It can also be used in a marketing course in a segment on sales management.
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