Lecture 1. Prioritization is synonymous with strategyLecture 2. Defining a distribution business model (Choosing a sales generation model)Lecture 3. Defining a distribution business model (Choosing a Route-to-Market)Lecture 4. Strategic segmentation of key customersLecture 5. Managing key customersLecture 6. Annual negotiations (A retailer’s perspective)Lecture 7. Annual negotiations (A supplier’s perspective)Lecture 8. Pricing in sales channelsLecture 9. Building processes; forming a sales structure

Learn how to prioritize effectively as the foundation of any successful strategy.● Strategy in a broad sense. Basic tools of strategic analysis● Understanding the role of the sales channel for the buyer● Benchmarking of sales concentration by sales channels● Prioritization of sales channels. The McKinsey matrix● Examples of prioritization for different business models

Explore methods to develop a sales-driving business model.● Determination of the main drivers of sales● The case "Speed", about how the administrative resource loses to marketing● What factors determine the choice of sales generation model● Examples of sales generation models● classic FMCG - channels and products● specialized sales channels● Know how products and specialized sales channels
Case "Diapers", about the range of choice of distribution models of high-margin productsCase "Economics", about how the economy affects the choice of a distribution business modelTest questions

Choose the right routes to market to optimize sales distribution.● Direct contracts for supply or sale through intermediaries/distributors● Van-selling vs Pre-selling● Wholesale sales (types and role of wholesalers, correct price positioning of wholesalers, verification of the effectiveness of the wholesale model according to Nielsen and internal data)● Tele sales● E-commerce● B2B2C channels (cosmetology, surgery, haute cuisine, etc.)● Ensuring effective omnichannel (principles, Distribution Value Chain analysis)Case 'Van-selling', about Van-selling business models as success and failure factors

Learn how to segment key clients strategically for maximum impact.● Strategic customer segmentation. How and why?● Examples of analysis and prioritization tools● Resource allocation menu● The matrix of the match between the strategies of the company and the client

Develop the skills to manage and nurture key client relationships.● Content of contract terms and working with them. Examples● Key account management tools:● Customer Plan● Customer Contribution Statement● Supplier's Positioning in the Customer● Strategy alignment matrix
Test questions

Gain insights into negotiation tactics from the retailer’s point of view.● Species, management strategy, narrative● Preparation for negotiations● Assortment management - mathematical models and examples of calculations● The main check points of the network are the ratio of shares of suppliers by turnover, profitability, capital intensity, assortment, promotion● Purchasing unions. Negotiations, arguments, narrative

Understand how to approach annual negotiations from the supplier’s perspective.● The main check points of the supplier are profitability, end-to-end capital intensity (purchases - production - stocks - sales), turnover, postponement, benchmarking against competitors● Portfolio performance and the cost of complexity● Private brands
Case "Anti-consolidation", about strategy and distribution business model in conditions of severe shortage of working capital

Master the intricacies of pricing strategies across different sales channels.● Business localization as the ultimate goal of the export strategy● Supporting tactical export roles● Stages of export development as a direction of the company's activity● The role of marketing in building a strategy for international expansion● Tasks of the sales function in export development
Case "Privite Label", about the role of "PL" in strategy as a tool of business localization

● Annual planning cycle● Monthly planning cycle● Sales & Marketing Contract, Dash Board control● Formation of the optimal structure of sales by channels● Defining the main KPIs● Structure of bonuses and motivation schemes