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Effective distribution key to retail market expansion
Domestic consumer goods producers should pay more attention to setting up distribution channels and training their sales force to do better in the market, experts said at a seminar this week.
Ngo Dinh Dung, director of ISM Consulting Co, said at the seminar organised by the HCM City Foodstuff Association that expanding distribution systems would make local firms more competitive.
He pointed out that the success of X-men men’s underwear, launched by the International Consumer Products Corporation, was rooted in the latter’s 120,000 strong network of retail sales agents.
Local enterprises also need to have a thorough understanding of buyers’ attitudes, motivations, patterns of usage and aesthetic preferences in targeted markets in order to be able to serve their customers better, according to Dung.
Duong Pham Quy Thanh, a sales and business consultant for ISM Co. said to build effective distribution channels, enterprises should also apply the SWOT (strengths, weakness, opportunities and threats) analysis.
Distribution partners need to be considered and selected carefully, depending on characteristics of the local markets, experts said at the seminar.
Companies should offer preferential treatment to distributors and impress up on them that their benefits are part of the former’s business development strategy.
Improving the skills, knowledge and behaviour of a company’s sales force was also key to a company’s marketing success, Thanh said.
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