Distribution & Retailing
EXPERIENCE IN DISTRIBUTION AND RETAILING
Distribution capabilities are emerging as a key issue for management in Turkey, as consumer expectations grow and competition intensifies. At the same time, in retailing, competition is developing fast as rising income levels and the development of a brand society stimulate investment in shopping centres and retail outlets.
IBS is committed to assisting leading international and Turkish companies in this area. Our experience shows our ability to extract and analyse complex information from consumers, sales staff, distributors and manufacturers. Many of our surveys have involved determining the complexities of dealer and distributor systems.
Representative clients include:
- Amway and Avon Cosmetics
- BAT
- Capital Investments
- Coca-Cola
- Escada
- KT&G
- Marks & Spencer
- Daimler Chrysler
- Metro
- Nestlé
- Packaging Corporation of America
- Pepsi Cola
- Sabanci
- Tommy Hilfiger
- Unilever
Examples of projects showing the wide range of business-to-business and consumer research techniques which IBS has applied are given below:
Distribution
- Distribution structures for commodity and specialist chemicals – including determining the key end-user sectors and their consumption of individual chemicals, profiling Turkey’s top chemical importers and distributors, and a detailed analysis of margins and the potential profitability of a new joint venture.
- Distribution analysis of cigarettes, including development of a business plan for a new distribution operation.
- Distribution strategy for an automotive distributor. The study included interviews with 800 motorists and 100 dealers and distributors. It led to 10-year forecasts of sales per province and detailed strategy recommendations on distribution and marketing policies as well as outlet location. Covering passenger cars, buses, trucks and midibuses.
- A survey of 25% of the Istanbul dealers handling a major household product to see which and on what terms they would switch to a new brand
- An analysis of twenty selected potential distributors of confectionery
- Identification and profiling of potential distributors/representatives for a European water sport equipment manufacturer
- Development of an alternative distribution strategy for a leading European producer of household insecticides. Research covered identifying and profiling key distribution companies and dry goods wholesalers. Also a retail survey on margins, trade practices and promotion
- A full analysis of the opportunities for introducing and distributing a food additive, with competitor analysis
- A detailed study on direct selling and multi-level marketing in Turkey
- An investigation of the use of high-tech equipment in wholesaling and retailing
- A survey of 200 dealers in agrochemicals to determine their attitude to the different manufacturers whose brands they were handling
- Distribution network expansion plan for a major utility
- A distribution strategy review for mobile communication equipment
- Development of a business plan and marketing plan for a major Turkish national daily newspaper
- IBS has also carried out distribution studies for goods such as pharmaceuticals and health products, machine tools, and vehicle batteries.
Retailing
- A study of retail developments and opportunities and challenges for a new investor in the sector
- An analysis of trade structures for a major European store chain which has since set up in Turkey
- Regional analysis of oil stations including details on services offered and general outlook
- A range of surveys of grocers’ practices and views on different subjects such as food, household chemicals and packaging materials
- Market size and consumer expenditures analysis for retail clothing in Turkey
- Study to establish a franchise of an internationally known textile retailer, including analysis of retail indicators, main competitors in the clothing retail industry, and establishing a business plan.
- An analysis of brand positioning and competitive environment in high-end ready-to-wear market
- Identification and profiling of key potential distributors for a major cosmetics producer, leading to short-list negotiations
- A report on clothing expenditure and an analysis of foreign retail companies
- A report on seasonality of sales
- Discussion groups and an exit survey of users of major supermarkets on shopping habits and attitudes to store layout