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Digiland is a Singapore-based distributor of personal computers, software, and peripherals. With an eye on Dell and other on-line merchants, Digiland
decided to develop its own direct-to-consumer business. This move was quite risky due to potential conflict with Digiland's existing retail sales channel. The case explores how Digiland was able successfully
to enter the direct market while maintaining the loyalty of its existing channel. The case also discusses the linkage between Digiland's Internet-based front-end systems and its ERP system, as well as the
company's unsuccessful attempt to sell a broad range of consumer goods. |
