UNITED STATES:
Transfer of an existing product range to a new distribution partner
Starting point
The company produces breakfast products and has acquired a new brand from a larger corporation. This group no longer wants to distribut the brand in its subsidiary in the USA. A new distributor is being sought who will take over the acquired brand, established in the USA, as well as the distribution of the manufacturer's other brands.
APPROACH
Based on market knowledge and external data, the existing and relevant importers and distributors are checked and a short list is created. The aspects of the distributor's current range, distribution power and the personal fit to the German company are taken into account.
IMPLEMENTATION
Together with the owners of the German company, the three most suitable companies are visited personally and at the end the decision for a new partner is made using a checklist that has been developed. Coordination with the group's sales subsidiary about the timely implementation and takeover of the existing distribution.
RESULT
Within 3 years, and despite the need for a substantial price increases, the distributor expanded the market for the existing brand by more than 20% and also introduced another brand from the manufacturer in the USA.
