What is a channel assessment?
A channel assessment examines all of the methods of getting product to market from the end of the businesses supply chain. Channels can range from the internet to company owned outlets to distributors to large and small retailers and many others depending on the type of business. A channel assessment looks at all of the businesses possible channels to market and compares them. In addition it suggests the best mix of channels and channel management practices to get best outcomes for the business.
Why do a channel assessment?
To optimise your businesses approach to market, increase channel and customer retention/loyalty and improve business financials.
Who would benefit from a channel assessment?
Any business that wants to increase their market reach and optimise their channel management.
How long does it take?
Typically a channel assessment of an individual market would take 8-12 calendar weeks.
What is included?
The main elements of a channel assessment are:
- Channel overview
- Disruption other channels
- Market coverage
- Channel health
- Current management processes
- and product offers
- Market shares
- Key channels
- Competitive dynamics
What is the process?
We start the process with a scoping discussion and a written scope document. Prior to starting the job we provide a letter of engagement, setting out the terms of the engagement. You will need to sign this document on behalf of your business and return it to Competitive Insights. Putting the document together requires access to internal financials and documents. In addition we will need to interview a small number of people who hold key positions in the business. We update with the key contact or group on a weekly basis and are available for discussion on completion of the document.
What do you get?
The output from this process is a PDF document that is suitable for electronic sharing or printing. In addition to the document there are weekly progress/debrief sessions during the engagement as well as presentation/discussion when the final document is delivered.