Lecture 1. Prioritization is synonymous with strategy
Lecture 2. Defining a distribution business model (Sales generation model)
Lecture 3. Defining a distribution business model (Route-to-Market selection)
Lecture 4. Selecting distributors
Lecture 5. Managing distributors
Lecture 6. Managing a distributor pool
Lecture 7. Strategic segmentation of key customers
Lecture 8. Managing key customers
Lecture 9. Annual negotiations. A retailer's perspective
Lecture 10. Annual negotiations. A supplier's perspective
Lecture 11. Export strategy
Lecture 12. Pricing in sales channels
Lecture 13. 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

Discover the key criteria for selecting optimal distribution partners.● Types of distributors● Distributor profile:● Quick checklist (territory, competitors, portfolio quality)● Diversification in Capital intensive industries, property structure● Survey on strategic and operational scales● Strategic segmentation of distributors● What and how to talk to a distributor● "Passportization", about distribution business models as a success factor in specialized sales channels (B2B2C)

Learn how to manage distributor relationships effectively to boost performance.● Distributor Value Chain Analysis● Allocation of elements of the value chain and areas of responsibility between the distributor and the manufacturer● Commercial and financial transparency of the distributor● Determination of distributor KPIs● Commercial and financial transparency of the distributor● Monitoring the financial efficiency of the distribution model● Cost of distribution, determination of costs per point● Calculation of the limit of the coverage width of the universe● Pricing policy for sales channels, management of the share of each sales channel in the total distributor● Minimization of "transit" investments in trade● Used concepts and models: Value chain, Make or buy decision, Company boundaries, Vertical and horizontal integration, Economies of scale, Economies of scope, Transaction costs, Information asymmetry

Understand strategies for handling multiple distributors and driving collective success.● Why consolidate distributors and how to manage the process● Limits of consolidation - criteria and calculations● Tools for managing negotiating power and strategic stability● Decomposition of the value chain/Functional backups● Territorial backups● Direct sales● Contraindications for the consolidation of distributors
Case "Consolidation" - about achieving growth by 10% due to the consolidation of distributors
Omnichannel and distributor development for the future
Concepts and models used: Porter's 5 forces, Switching cost, Entry barriers, Homogeneity of competition, Substitutes, Economies of scale, Information asymmetry, Value chain

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

Learn to craft effective strategies for expanding into international markets.● Pricing in sales channels● Problems of compliance with effective price positioning and solutions; the ROI trap● Hard revaluations, tools, mathematical models, examples of calculations

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