Mr. Bhat, the Senior Vice President, Marketing, of Titan Industries Limited was examining the domestic growth scenario of Titan watches. The sales of Titan Industries Limited as of August 1996 showed a drop of 11 per cent over the previous year. The traditional strengths of Titan have been in marketing, especially retailing, brand building and product design. To continue to remain profitable, the key attributes were recognized as continuous product innovation, and ensuring availability of the desired product or at least range. The top management led by Mr. Bhat felt that better supply chain management would be one key strategy and would lead to better professional practice within the organization.