S U P P LY C H A I N
optimum fleet and maintenance.
increase sales. Merchandising activities may include product display techniques such as stock rotation, placing equipment and point-of-sale material.
Routing: Design the service frequency and delivery routes. Routing aims to simplify the work, ensuring a clear call sequence for the sales and delivery teams, and maximising the daily number of standard calls.
Compliance: Design minimum standards for the sales and distribution teams, and implement an audit system to track compliance. For example, distribution partners could be measured on their minimum inventory levels, warehouse layout, personnel and delivery process.
Equipment management: Identify the need for equipment such as racks and coolers, and the placement plan in visible and high-traffic areas to maximise sales. Ensure equipment is clean and well maintained.
EXECUTION AND MEASUREMENT The execution and measurement phase focuses on merchandising, equipment management, channel standards and compliance. Merchandising: Assess the activity of promoting the sale of goods in the outlet. Display products at the right time, at the right place in the outlet, in the right quantity, and at the right price to
ENABLERS The final activity of the design phase is to develop the key enablers to support the building blocks.
Channel standards: Set execution standards for the sales team. Determine what success looks like for the organisation when in the market, and identify the brands and SKUs (stock keeping units) that need to be visible in the outlet. Also decide where you would like your products displayed in the outlet.
Key performance indicators: Develop performance measurements which can demonstrate how effective a company is in achieving its key business objectives. KPIs can add value to your business and highlight opportunities for process improvement.
ENABLERS
ENABLERS
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KPIs
Processes
Routines
Technology
Financial support
Human resources
Remuneration
Incentives
Training & coaching
Collaboration
strategicmarketingforafrica
Issue 2 2022
