The client has defined and segmented its market in five key channels (Mom&Pop Channel, Modern Channel, Consumption centers, Wholesale, Events&Direct Consumer Service). The client was interested to know about the future growth evolution and expectation of each channel and sub-channel. Furthermore, the client required a regional customer perspective to define a new portfolio and channel strategy that supports strategy and investment decisions.
SOLUTION
Detailed investigation about the current situation of the Mexican Beer industry and its distribution channels. The data collection was done in several ways: client database and market research, primary market research studies, and interviews with staff and clients of the company. To meet requirements Sintec carried out a specific analysis for each channel/sub-channel, for instance:
- Customer and Channel understanding (Service and Go-to-Market Model, Service definitions, etc.)
- Buyer/Shopper understanding and Consumption trends
- Market sizing and Channel Growth trends
- Sales analysis and trends
- Market Share analysis
- Relevance to the company’s sales / Relevance of beer sales per channel
- Growth drivers
- SWOT analysis
- Alert analysis
BENEFITS
- Deep insights about: growth drivers, market share, relevance of beer per customer, market fragmentation trends, and channel/customer evolution
- Future channel / sub-channel perspective
- Capacity to define portfolio and trade marketing strategy for each channel
About Sintec
Sintec is the leading consulting firm focused on generating profitable growth and developing competitive advantages through the design and execution of holistic and innovative Customer and Operations Strategies. Sintec provides a thorough and unique methodology for the development of organizational competencies, based on three key elements: Organization, Processes and IT. Furthermore, Sintec has successfully carried out more than 300 projects on Commercial Strategies, Operations and IT issues with more than 100 companies in 14 countries throughout Latin America. Our track record of more than 25 years makes Sintec the most experienced consulting firm in this area of expertise in the region.
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