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Company Name Project Code Objective
Company Name Project Code Objective
Company Name Project Code Objective
Project Code: P1
Objective:
To recommend an action plan to turnaround Top Channel retailing business in Jamshedpur.
Beauty) stores.
Research Methodology
Secondary research on retailing business in top channel. Literature review on the components of
Top Channel and the requirements of retailing business in the Top Channel
Primary research in the form of In-depth interviews of company representatives, distributors and
retailers to understand the sales and distribution structure, potential sales channels, distributor
processes and retailer incentives. The focus area of the primary research for the above stakeholders
would be: Company
Reps
Preliminary Formulate In-depth Process Gap
Secondary Research Interviews Distributors Mapping Analysis
Research Questions
Retailers
1. Company Representatives: The focus here would be to identify key business drivers,
business objectives and the challenges faced by the company in achieving these objectives.
2. Distributors: The objective here would be to understand how distributors provide reach,
network, infrastructure, manpower, investment and service to the company.
3. Retailers: The retailers’ interviews and visual studies would focus on understanding product
lines placement and shelf space, trade discounts and retailer demands across various
categories of stores in Top Channel
Gap Analysis
Our next step would be to collate the findings from the secondary and primary research to form the
process mapping of the current processes. The as is process map would then be compared to the
ideal process map to identify the gaps in the current GTM processes and the probable solutions to
address these gaps.
Benchmarking
For getting an idea of how P&G fares against its competitors, we will identify the main competitors
and then visit the market areas to and collect data pertaining to the number of lines of P&G and its
competitors that the stores are stocking. We will also get an idea of the amount of sales each brand
is able to generate from the store. Our objective will be to visit at least one store from each class
across regions of Jamshedpur to identify significant differences in the way one class of outlet stocks
and sells the product as compared to other.
Recommend long term action plan basis the best in class practices in FMCG industry
In the long term, focus should be to solve the problems completely and reach overall targets. It also
involves a study of competitive situation of the company vis a vis other in social, economic and
political spheres. Short term action plans set the stage for addressing problems in long term. Focus
should be on building the long term action plan upon the short term plans derived while ensuring
their longevity and sustainability.