The exercise presents a decision situation for a FMCG company which is on an expansion path and is looking to introduce its product in a new geographic market of neighbouring state. Before they finalize the channel partner, they have to assess the market scenario in the new market. For this, they will need to meet different types of channel partners present in the market and try to understand their acceptability for distributing its products. The discussion on different issues with two sets of players ("Super-stockist" and "Carrying & Forwarding Agent") in the distribution chain will guide the company's choice of channel partner. In the exercise, the setting is of an emerging (two year old) company which has to introduce its product in a new geographic market, and therefore the exercise will also highlight the channel power faced by the upcoming company.