Current trends in Nigeria suggest that consumer purchase behaviour is fast changing. Buyers are gradually shifting from purchasing in traditional informal retail outlets to supermarket/hypermarket outlets.
In view of these trends, senior marketing leaders have to decide on the appropriate channel strategy for their organisations, from designing a perfect distribution network for maximum coverage to selecting the right channel partners. The game is often won or lost based on a few decisions on how to get goods and services from the point of manufacture to where the demands are. As strategic as the channel of distribution is and as common as the practices are, there exists the need to help companies grow the professional expertise in this aspect of marketing.
Use of strategic framework for evaluating distribution channel decisions
Structure and manage an internal distribution channel sales or marketing organisation
Design effective distribution channels for maximum coverage and reach Outline effective trade marketing tactics
Diagnose sources of channel conflict and develop tools for conflict resolution
Identify gaps in channel performance
Develop tactics for dealing with informal market retailers/wholesalers in Nigeria
Sales managers, marketing managers, channel marketing managers, local/regional and national distributors, national wholesalers, franchise operators.