Sweets of Olive (SOO):Tasting Success through Sales and Distribution Management

This case study describes the journey of Sweets of Olive (SOO)—a confectionary company. SOO started out as a small organization operating in an unstructured market that went on to become a leading confectionary company both in its local and export markets. The case focuses on the best practices that the company adopted in its sales and distribution function that helped it become successful. The case also discusses the multiple challenges and ups and downs that SOO faced in the initial years and how its sales and distribution function evolved over the years. The case stress the importance of sales and distribution function in the overall success of manufacturing organizations. The case concludes with the guidelines for channel managers in developing and operating an effective sales and distribution function in their organizations.