3-5 year Commercial Distribution Plan Development for a Food & Beverage company

Context and objectives

  • Our client needed to review its existing structure and develop a three year distribution plan
  • The objectives included:

- Ensuring an optimal strategic approach

- Improving the offer and services mix

- Controlling the performance of the direct channels

- Framing 3-5 year distribution structure


The company’s Approach

  • Definition of the target distribution structure and the key deployment guidelines covering geographical presence, sales control, offer and services mix, brand awareness
  • Geomarketing analysis: existing vs target vision
  • Identification of partnerships required
  • Definition of the distribution network’s quantitative objectives on a 3-5 year horizon


Client Benefits

- A complete geomarketing vision including gap analysis between the current situation and the target strategy, and competitors best practices

- Customer proximity and catchment areas were clearly identified and prioritised

- Key existing and required partnerships were identified

- Guidelines were detailed into a 3-5 year action plan