Customer Business Planning

A powerful customer opportunity analysis workshop equipping FMCG managers with the information and strategic insights needed to build relevant brand, channel and customer plans.
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  • The SA Food and grocery trading

    ​​​​​- Overview of the sector, trading
       conditions, shifting channel and
       shopper dynamics and its impact
       on retail strategy
    - Retailers comparative KPI
       performance - how are they
       stacking up
  • Round table discussion by Retail

    - Organisational structure
    - Brand and format positioning
    - Store footprint and growth
    - Financial performance
    - Strategic focus areas
    - Shopper Marketing platforms
    - What’s going on in-store
    - SWOT exercise
  • The workshop covers 5 retailers 
    selected by the client
Corporate Retail
Wholesale / Hybrid / Route-to-Market
Corporate Front Shop Pharmacy


  • To kickstart your annual business / commercial planning calendar with the right data, intelligence and insights
  • To develop a clear understanding by retail customer of the opportunities and threats - the ‘So What?’ for your business and your brands
  • To build informed and aligned Customer commercial plans


  • Understand current and forecast consumer goods retail trading conditions, and the impact on shopper behavior and dynamics

  • Know and understand channel and retail customer performance - who is winning and who is losing?

  • Gain deeper insight into your retail customer's strategic focus areas, channel and format strategies and operational imperatives

  • Build a customer opportunity and risk assessment (SWOT analysis). The content  to begin populating your Customer Commercial plan

Who should attend?

Targeted at FMCG manufacturer - Brand, Key Accounts and Shopper teams.

  • Customer Team : National Account Managers / Key Account Managers / Customer Commercial Managers
  • Shopper Marketing & Category Managers
  • Customer Operations Managers


  • 1 to 2 days, scope dependent
  • In-classroom onsite
  • Retail Analyst facilitated