Case study
Route-to-market strategy for a CPG company
Situation
A CPG company engaged a consultancy to improve its route-to-market strategy in the mid-term. Delivery Partners performed review of the current situation.
Our work
Market analysis and forecast:
- Market analysis and forecast by product groups / channels / regions
- Analysis of consumer segments and retail trends
Distribution channels analysis:
- Analysis of distribution channel situation and trends across key product categories
- Forecast of wholesale and retail channels’ evolution, analysis of impact of changes on the company
Competitor and best practice CPG company analysis:
- Distribution channel models of main competitors
- Best practices in route-to-market
Internal situation analysis:
- Assessment of company’s current sales and distribution performance by product categories / channels / regions
- Assessment of company’s position in retail
- SWOT analysis of the current route-to-market model
Results
Development of the new strategy covering the following areas:
- Product / channel / region mix
- Segment focusing
- Partner network setup
- Profitability optimization
- Assortment planning
- Financial / trade terms
- Supply chain principles
- Sales organization setup