Channel Strategy

Getting straight to the point

The current economic environment is increasing pressure across industries and involving all players in the value chain from primary producers to retailers and the many potential intermediaries. Now more than ever it is crucial to understand in which markets and channels to play and to prioritise investments and resources accordingly.

The challenge for companies is to identify through which channels to address which market segments and how these might differ in various regional markets. Many experienced international players have learned that regional and country market maturity strongly impacts the preferred channel approach.

Developing a channel strategy for different levels of market maturity has specific challenges. Often market intelligence is poor, with data on market and channel structures being incomplete, unreliable, only available over a limited time scale or non-existent. Local business practices maybe very different