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Route to Market & Supply Chain Blog

Welcome to our blog!

We are passionate about Route to Market and supply chain management and we are delighted to share our thoughts with you. We would like to hear from you too, so please comment on our posts or contact us.

First-Class FMCG Territory Planning is Crucial in RtM Strategy for Sales Growth

Ross Marie Thu, Nov 15, 2018
Territory Planning for Fast Moving Consumer Goods (FMCG) companies is about dividing up a piece of geography into different subsets, based on certain criteria, usually geographic proximity. It allows FMCG companies to effectively and efficiently…

Take Ownership of Channel Classification for a Killer Route to Market Strategy

Ross Marie Fri, Nov 09, 2018
Let’s start at the beginning. When we talk about Channels, we are referring to channels of distribution to get products from a manufacturer to a consumer or customer. There are many ways to achieve distribution, e.g. direct to consumers (e.g.…

Essential Competitor Analysis Tips to Improve Route to Market Strategy and Execution in FMCG

Ross Marie Thu, Oct 18, 2018
Over the last number of weeks, I have been writing a blog series on my 20 Steps to Route to Market Excellence model. You can read more about the the steps I have already discussed here. My goal is to provoke business leaders in the Fast Moving…

Distributor Assessment Essentials to Deliver Sales Growth and Improve RtM Strategy

Ross Marie Fri, Oct 12, 2018
Welcome to Step 3 of the 20 Steps to Route to Market Excellence. You can read more about the overall model and the steps I have already discussed here. The third step is ‘Distributor Assessment’. Whether you are looking to build a RtM strategy from…

Practical Questions FMCG Leaders Should Ask When Reviewing Route to Market Performance?

Ross Marie Wed, Sep 26, 2018
Recently I shared my methodology for the 20 Steps to Route to Market Excellence at the beginning of this blog series.  You can read more about it here: The FMCG Leaders Guide to Route to Market Strategy & Execution in 20 Steps.  The first step,…

The FMCG Leaders Guide to Route to Market Strategy & Execution in 20 Steps

Ross Marie Wed, Sep 19, 2018
Wouldn’t it be great if someone developed and shared a step by step model detailing how to build and improve route to market execution, sales execution and trade marketing strategic and operational plans? After 20 years in RtM and after working with…

FMCG Mergers & Acquisitions - Why acquired brands fail to deliver

Dave Jordan Wed, Jul 18, 2018
Let me get straight to the point on this one. Why do so many FMCG mergers or acquisitions frequently result in the apparent death-knell of once proud and promising brands? I am not going to name any names but if you think about it there have been…

Supply Chains - Whats do all those initialisms mean?

Dave Jordan Wed, Jun 27, 2018
Like many business functions Supply Chains use multiple initials and/or acronyms to describe various tasks they manage on a daily basis. Those not familiar with SC-speak will often sit bemused in meetings as various initials are quoted and debated…

FMCG Route To Market: Until debt do us part

Dave Jordan Wed, Jun 20, 2018
What about your company? Do you have great brands and brand awareness, a fantastic extended supply chain, an analytics package, tight financial control, top class HR, the best sales force, innovative marketing? If you tick all these boxes then life…

7 Deadly Sins: Why FMCG Distributors are Overstocked in CEE

Dave Jordan Wed, Jun 13, 2018
How I guffaw when I hear producers complain about traditional trade distributor overstock.Make no mistake Mr. Producer, YOU put the stock there, oh yes you did! Distributors don't buy stock for something to do or a laugh and a giggle. Excess stock…

An FMCG Success Story; Focus on customers and enjoy the consumer benefits

Dave Jordan Mon, May 28, 2018
Once upon a time there was an FMCG company that I will refer to as “Foresight”. “Foresight” had spent many years and many Euros creating a slick inbound Supply Chain. Top class global, regional and collaborative buying Flexible manufacturing network…

An FMCG Distributor Is For Life & Not Just For Christmas

Dave Jordan Thu, Dec 14, 2017
Ok, so you are unlikley to see this on a car bumper sticker but FMCG Distributors will have a significant impact on your sales performance, probably your variable pay bonus and therefore your CEO aspirations! How have you treated your Distributors…

FMCG Year-end 2017: Distributors overstocked?

Dave Jordan Thu, Nov 30, 2017
How is 2017 going so far? Are you in cruise control or is your business chaos central? Be honest now! The last quarter of the year is always difficult to manage in order to achieve 2017 results without negatively impacting 2018. When your business…

FMCG Trade Loading & 4th Quarter Challenges - deja vue all over again!

Dave Jordan Mon, Nov 27, 2017
Some things never change and FMCG 4th Quarter challenges certainly do not. The same challenges are clearly present and what is astonishing is that some companies are still making short term, expensive efforts to “make the sales numbers”. I don't…

FMCG Route To Market Challenges; Learn from IKEA

Dave Jordan Sun, Nov 19, 2017
There is no excuse in visiting IKEA on a Sunday before watching 22 millionaires with daft hair styles kick a football around on live telly. The weather was cold and the air was full of autumn drizzle and as I turned into the car park the scale of…

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