@the CoalFace Benchmarking Brief

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Customer Insights and Industry Pperformance Benchmarking

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@the CoalFace Benchmarking Brief

  1. 1. Discussion Document Retail Market Feedback and Supplier Performance Review Prepared by Mark Ferguson Managing Director Strategic Horizons www.strategic-horizons.com.au
  2. 2. Topics for Discussion Background to our Business Business. Overview of @ The CoalFace Review Objectives Insights framework Supplier & Channel Market Benefits Approach Framework © Strategic Horizons Pty Ltd All rights reserved Building Capability
  3. 3. Background to Strategic Horizons • Through a joint venture between two leading Consumer and Retail Sector Consulting companies, @the CoalFace Review (ATC) , has been created. • We have brought together the relevant skills and experience based on-going successes across a number of channels and markets. • Skilled Sales & Marketing practitioners from within the FMCG market • Retail Directors and Merchants from Australian and International Retailers including :Shell – 7/11 – Dairy Farm Asia - Bunning’s/Mitre 10 • Backed by sound and stable research principles from senior research leaders ie Research International. • National and Global market Coverage within the core team . g • The Goal of ATC :is to investigate what is truly important in the retail environment and then ensure these priorities are turned into action and benefits for both suppliers and Retailers 3 © Strategic Horizons Pty Ltd All rights reserved Building Capability
  4. 4. Background to the Review • In a time of change within the Modern Retailer Channel ,exhibiting retailers, consolidation and growing strength of centrally coordinated retailers having supplier support with a point of difference will ensure independent groups maintain their share of voice and presence in the market. • The Th review will provide R t il i ill id Retailers view as t h i to how suppliers view th i li i their engagement with the key Retailers across Australia , this will be balanced by a view/comparison of the Suppliers servicing the market. – I.e. provide the supplier community with an indication of what is truly important in today's market place. • The project or review will be marketed as @TheCoalface Review, which is current an operating brand managed by Strategic Horizons. © Strategic Horizons Pty Ltd All rights reserved Building Capability
  5. 5. What is this all about - establishing Relevance with the Customer • To determine from the Retail community, insights on what they believe are the Key Drivers & Priorities and have the same defined by the Supplier Community • To identify the Burning Issues for both the Retail Groups and the Suppliers Organisation in T id tif th B i I f b th th R t il G d th S li O i ti i the context of the competition gathered via a focused feedback process • Retailers within Market • Are we the preferred Group for business development opportunities • Are we considered to be the platform for Collaborative product development • Are we seen as first choice for new product offers p • Supplier to that Channel • Are we effective in delivery plans which drive growth with our customers • In what areas of the relationship can we develop a competitive advantage • Are we easy to business with ! • To draw Action Plans directly from the feedback and have this developed further within the business – preparing the business for future growth 5 © Strategic Horizons Pty Ltd All rights reserved Building Capability
  6. 6. Current Programs & Ongoing Programs ATC reviews currently conduct events within AUS & NZ Market Place • Grocery & Convenience Channel – NZ 2007 & 2008 - support by key Groups • Industry benchmark as supplier awards within the Petrol & Convenience Channel • Automotive Accessories Market 2009/2010 • Electrical Retail market 2010 ATC Reviews Europe 2009 – 2010 • House Hold Cleaning segment • Europe – USA – France , Germany , Spain ,UK ,Australia ATC Reviews in Asia provides Channel data 2007/2008/2009 • Leading Health & Beauty Suppliers - Pharmacy & Hypermarkets • Confectionary - Hypermarkets & Convenience 6 © Strategic Horizons Pty Ltd All rights reserved Building Capability
  7. 7. Some current realities… Retailers & Suppliers obtained from previous programs The Retailers The focus should be on I need less suppliers but Growth –Innovation / NPD Innovation also suppliers who base – Supply Chain plans on Category Advice Effectiveness – Inventory – not just what’s important Levels to the them The Suppliers I have invested heavily in my field The 'plan', in general terms, is sales team – but it not communicated and seems does not appear to to have a high degree of 'make have an impact with p it up as we go'' some of my customers © Strategic Horizons Pty Ltd All rights reserved Building Capability
  8. 8. Objectives for @the COALFACE REVIEW© - a balanced view Our aim is to provide an independent industry representation where views are collected and collated to provide a measure of performance of how Trade Partners engage with your business. Retailer : To identify the Burning Issues for our Retail organisations in the context of the competition and the insights from your Trade partners . Senior Trading Directors and Ho Office Buyers personnel rate the performance of supplier organisations and vice versa on a range of topics. In what areas of the relationship can we develop a competitive advantage For the Supplier :To determine from the Retail community insights on what they believe are the Key Drivers & Priorities for our business. Are we the preferred Retailer for business development Are we effective in Are our field Sales Are we getting our How does that relate to teams and Category rightful share of what’s important to delivery plans which Planning Abilities able to Trade support across pp y your customer drive growth give us an advantage the region or by Business format The Outcomes – To develop Action Plans directly from the feedback and have this p y developed further within the business – preparing the business for future growth © Strategic Horizons Pty Ltd All rights reserved Building Capability
  9. 9. Structure of Insights ATC – Review includes Relationship Management elements fundamental to •Objectivity, trust & respect both retailer and the •Drive the relationship supplier in establishing •Multifunctional access successful Trading •Alignment to Channel Relationships Supply Chain/Corporate Brand Development and •Awareness of issues Marketing •Service Delivery measures •New line development involvement •Accurate information •Consumer/Shopper insights •Corporate Governance •Trade Marketing & Promotions Quality Q alit of Personnel Pe sonnel Customer •Professionalism Management •Product Knowledge •Customer plans •Business acumen •Resource allocation •Passion & enthusiasm •Proactive relationships •Genuine Category perspective © Strategic Horizons Pty Ltd All rights reserved Building Capability
  10. 10. How are the Benefits Defines – for the Retailer Benchmarked outcomes to understand where the • Confidential Evaluation of the Burning competitive strengths are and what areas can b focused on h t be f d Platforms to widen the competitive gap Identifies where the business can leverage their trading • Comparison across the Trading relationships with suppliers to create a competitive Group(Competitive set ) advantage Suppliers will understand how to engage with your business • Delivered via the expectation s against more effectively on the issues the attributes that matter- The business can to utilise the • Direct Input into Trade partner programs outputs to evaluate suppliers and manage them according • Supplier performance and evaluation to your strategy across attributes and within the categories © Strategic Horizons Pty Ltd All rights reserved Building Capability
  11. 11. The Business Need – Senior Supplier Comments • Why – “D “Development of our S l T l t f Sales Teams across A i i a k Asia is key priority f 2007 / 2008 if i it for 2008, we are to realise our Growth Potential in the next 5 years” • CEO - Personal Care Supplier – “Thi Cli t & C “This Client Competitor B tit Benchmarking (M k t Best P h ki (Market B t Practices) will form the ti ) ill f th foundation of our Commercial Customer Team development • Regional Customer Development Director – Beverages – “B seeking di “By ki direct f db k we will provide th business with a clear i di ti t feedback ill id the b i ith l indication of what is truly important within our Client’s business” • Sales Director – Beverages Category – “Th outputs will assist i d “The t t ill i t in developing an approach as to how we can b tt l i h t h better understand their business and focus on what will make a difference” – “We are looking to support this consistently by modifying and advancing our Capability ” • Director Learning and Development – PersonalCare © Strategic Horizons Pty Ltd All rights reserved Building Capability
  12. 12. The Business Need – Senior Supplier comments “Development of our Sales Teams across Asia is a key priority for 2007 / 2008, if we are to realise our Growth Potential in the next 5 years” •CEO - P CEO Personal C l Care S Supplier li “This Client & Competitor Benchmarking (Market Best Practices) will form the foundation of our Commercial Customer Team development •Regional Customer Development Director – Beverages “By seeking direct feedback we will provide the business with a clear indication of what is truly important within our Client’s business” •Sales Director – Beverages Category “The outputs will assist in developing an approach as to how we can better understand their business and focus on what will make a difference” “We are looking to support this consistently by modifying and g pp y y y g advancing our Capability ” •Director Learning and Development – Personal Care © Strategic Horizons Pty Ltd All rights reserved Building Capability

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