I previously blogged about the reality of FMCG Traditional Trade (TT) Route To Market (RTM) distribution and described the drivers and behaviours in each party as the monthly plans inevitably imploded.  Let us now get out the crystal ball and stare into the mystic orb and dream how life could be if both producers and distributors really got their acts together.

I believe this is achievable but all parties have to work together closely, openly and with trust to make it happen. This will not happen overnight but a mutual programme of improvement with frequent training and coaching by subject matter experts will pay dividends.

At the end of the day both producers and distributors are trying to make a profit so why should getting your RTM to work efficiently be such a hurdle? If you will not accept your RTM network requires careful yet skilled management then your chances of success are like a man with no hands clutching at straws.

Image courtesy of Nutdanai Apikhomboonwaroot at freedigitalphotos.net