Channel Strategy
The client was a manufacturer of snack foods across three categories, with distribution throughout most of the United States. Foodservice represented a small portion of overall sales, and therefore received little strategic consideration. Our job was to develop a blueprint for growth, providing the client direction on the role of the channel, the potential for business impact, and the requirements to achieve growth.
ILLUMINATE
We began by conducting an assessment of the current business, channel and category trends, and competitive offerings. Industry data was combined with our experienced perspective of the channel to construct an overview of market trends, implications, and possibilities. The go-to-market options were developed in detail, due to the complexity of the channel. Interviews with industry leaders, customers and internal SMEs provided a qualitative perspective of current dynamics.
NAVIGATE
A strategic blueprint was developed based on the foundational assessment. We quantified the short/medium/long-term business opportunity for the client. Critical success factors for activation were identified: Strategic role of channel; Geographical expansion or consolidation; Organizational structure; Product and program offering. Specific action plans, such as changes to pricing structures and geographical customer priorities were provided.
ACTIVATE
This project required the presentation of the growth plan to the executive management team for their evaluation. In a 1/2 day work session, we walked the client through the detailed situation assessment. Next we provided detail on where to focus business development, what to sell, and how to support the business.
Results
The presentation provided education and alignment for a senior management team the had little visibility to this channel. The client was inspired by the thorough “blueprint” and committed to implement. A phase II execution plan followed this project.
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