Rebuilding distribution and commercial performance
Agri-commodities · West Africa
Worked with an agri-commodity group to redesign its route to market, improve channel structure, and strengthen distributor coverage. Channel coverage increased by 40 percent while costs remained broadly unchanged, reversing several quarters of declining market share.
The situation
An operating agri-commodity group in West Africa had lost market share for several consecutive quarters. Margins were eroding, and management could not say which parts of the distribution network carried the business and which were losing money.
Our role
Our senior team worked alongside management to redesign the route to market and rebuild the commercial evidence behind it.
The work
We assessed the distribution model, the channel structure, and the verticals that were underperforming, and built the numbers to support each decision: distributor coverage against the real outlet universe, channel profitability, and the pricing and discount discipline needed to protect margin. The redesign was implemented with the company's own commercial team.
What changed
Channel coverage grew by 40 percent while costs remained broadly unchanged. The decline in market share reversed, and the weaker verticals were turned around.
Related service
This assignment sits within business performance and investment readiness: commercial performance work that strengthens a company's position with its customers and, in turn, with its investors.
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