Challenge

A Saudi FMCG products manufacturer was ready to build on domestic market dominance by expanding market share in a key MENA (Middle East and North Africa) region

"We have attempted to move forward in this region for years, now we finally have a Plan."

CEO, Saudi FMCG Manufacturer

A Saudi FMCG products manufacturer had been very successful for over a decade achieving marketplace dominance in Saudi Arabia, but there had been limited progress in developing or executing an actionable strategy to expand sales beyond Saudi due to a lack of internal market knowledge, effective sales channel coverage, or resource focus.

Business Unlimited Consulting was asked to expand on the MENA multi-channel sales strategy they had developed for the manufacturer to drive aggressive sales growth across the Gulf, the Middle east and North Africa, in support of a MENA growth strategy that had recently been approved by the Board of Directors.

Proposal

Business Unlimited assessed the market opportunity and requirements for profitable sales growth in the MENA and developed a time-phased strategy to drive profitable top line revenue growth. Business Unlimited leveraged their regional market expertise and contacts customers, potential sales prospects, and channel partners - to accelerate momentum into this strategic region.

Stages in the engagement included:

• International workshops to cultivate a Go-To-Market Strategy across the product portfolio

• Developed a prioritization scheme for target markets, the product portfolio, sales channels and channel partners

o Analyzed competitor positioning in the region

o Performed a country analysis that included GDP, foreign trade approaches, macroeconomic and socioeconomic indicators

o Evaluated certifications needed for targeted industries

o Performed landed cost analysis

o Assessed current sales channels and potential channel partners including a fit / gap analysis

• Created a channel partner profile to screen candidate channel partners

• Crafted a time-phased sales growth strategy, including risk mitigation approaches

• Prepared an execution plan by product, market, and application within selected countries

• Recommended the appropriate sales management, marketing, and operational structure to support the Go-To-Market Strategy

Outcome

The results of Business Unlimited's project led to:

• A clear understanding of countries, markets, and products to focus on in the short-term and medium-term

• Sales increases with current and new channel partners

• Channel partners traveling to Corporate Headquarters within 30 days of project completion for product training

• A cohesive and meaningful value proposition to the channel partners to capture and retain focus and mindshare