Making products and services available to the customer and the consumer at his or her convenience is a critical part of business success in today’s competitive environment. Businesses are not only fighting for market shares within their chosen categories but also outside those categories too. Share of throat for beverage industry, share of stomach for food industries are common and important but share of wallet makes every categories fightwith each other. In this environment territory and distribution management in global and local sense makes a significant impact on customer buying behaviour for any products and services.
Making a product or a service available alone is not going to bring in the desired top line and bottom line to the organization.
The organizations face a bigger question of sustainable profitability of every intermediary in the supply chain, employee satisfaction and engagement, and influencing shopper behaviour emerging to be drivers of sustainable profits and survival of businesses.