We approached a major fast moving consumer goods company (FMCG) operating in Zimbabwe with the intention to help them understand why some of their retail outlets performed above expectation while others performed below expectations. The aim was to identify controllable factors and non-controllable factors that influence the performance of each outlet. The identification of controllable factors would then lead to strategies around manipulating those factors such that each retail outlets performance is optimised. More specifically, we sought to answer the following questions:
Answers to the questions above would lead to informed decisions when deploying merchandise, taking into consideration the effects of location, product diversity, presence of and profile of human capital as well as whether or not some brands of outlets should have more attention than others.
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