HOW TO EVALUATE A MARKET
ATTENDEE PROFILE – Supplier representatives, marketing personnel and supervisors
understanding individual market dynamics is critical to gaining new business and reducing overdependence on a few large accounts for sustainable growth year in and year out.
Very few markets are similar. A mistake in assuming so, can lead to lost business. Therefore, it is important that the supplier team have a common format that recaps a market, yet, provides for market specific details.
Attendees will be exposed to multitudes of markets and the channels within a market. Attendees will be asked to present their current market observations prior to the course. Then during the course they will be exposed to the market recap form whereby they will know how to drill deeper into the markets for a better understanding. After the course the attendee will revise their current observations within the format to demonstrate their learnings.
- Market composition
- Pricing laws and standard operating pricing procedures for the market
- Distributor composition, which evaluate channel analysis and distributor leadership.
- Key account identification for national accounts management, regional accounts management, as well as large independent accounts.
- Development of a business plan to maintain and grow existing business
- Understanding distributor operations, identifying gatekeepers and influencers by sales divisions
- Negotiating coop participation in promotions, incentives, samples, printing etc
- Negotiating an annual plan for your brands and follow through communication
- Developing a template par level per brand for POS
- Analyzing inventory and par values and shipment lead times for winery and distributor
- Share of sales of brands, what points of origin and what types of varietals that sell well in the market
Local representatives improve their understanding of market dynamics and are better versed at discussing issues internally and externally. The supplier also spends less searching for short term fixes and more time on sustainable business development.
Imagine meetings where the supplier is the market expert on their brands within the market and improved clarity of information going up and down the chain of command.