Supply Chain Cafe Series: ROUTE-TO-MARKET WORKING GROUP

Route-To-Market has a commercial intent and aims to define how to increase market shares, coverage and revenue. It then drives the supply chain strategy and the design of the network that will serve the future demand across the market. The process requires balancing financial, operational, commercial and sustainability trade-offs. Route-to-Market helps all departments to develop a common enterprise vision where transformation projects, evolution milestones, investments, and returns projections are clearly defined.

Route to Market remains an important commercial discipline to capture growth opportunities. RTM is about how to effectively get goods/services to target customers to ensure customer satisfaction and drive sales growth. RTM’s promise is to grow market share and drive profitable and resilient growth – focusing on 4 value drivers:

• Improve coverage
• Optimize outlet portfolio
• Increase share of wallet
• Reduce Cost-to-Serve

COMMON CHALLENGES OF RTM IN EMERGING MARKETS

• Inefficient distributor operations
• High margin and lack of price/promo control
• Sub-optimal salesforce productivity
• Lack of POS data
• Limited capability to manage trade promotion
• Pricing conflict across channels
• Limited reporting and analytics capabilities
• Insufficient understanding of consumer journey
• Inability to provide seamless experience across channels

Many CPG companies have shifted to e-commerce and omnichannel sales; yet miss out on opportunities to sell more by moving closer to their customers. One of the reasons is that their Route to Market (RTM) lacks digital tools and is not seen as a strategic vehicle for supporting growth. As consumer archetypes continue to evolve and the outlet landscape is becoming more complex, the need to act is even stronger. We found that changing their approach to RTM will help CPG companies increase their net sales and achieve 10–14% more in top-line growth.

GRAB A MORNING COFFEE AND:

1. Catch up on current challenges and practices in Supply Chain Planning, Demand Planning with other peers
2. Get inspired from real people

WHO SHOULD JOIN?

Professionals working in the field related to Supply Chain, Route-to-Market, Go-to-Market, Channel Management, Network Optimization

Supply Chain Cafe Series

ROUTE-TO-MARKET WORKING GROUP

Friday 03 Feb. 8:00AM - 9:30AM

The Workshop Cafe, 27 Ngo Duc Ke, District 1, HCMC

There is no Registration fee. However, you'll pay for what you consume at this event directly to the venue.

How can we help you with your RTM: https://www.cel-consulting.com/route-to-market

For any inquiries about this event or collaboration, please email us at media@cel-consulting.com

ABOUT SUPPLY CHAIN CAFE SERIES

Supply Chain Cafe Series are supported by the Vietnam Supply Chain Community and organized every 1st and 2nd Friday morning of each month. Each session has different themes to gather different groups of professionals, stakeholders across to learn, network and share on the sector’s unique challenges towards community solutions.

CEL

Demand Supply Alignment

www.cel-consulting.com