 How CMD adds value CMD provided a complete Market Footprint of the Australian tyre market showing sales per outlet, competitors, complimentary stores, market segmentation, car park and age, car model statistics, demographics, shopping centres and retail destination zones. System was provided over a company Intranet and accessable to 65 management staff across Australia. CMD provided the world's leading linen rental company with a tailored version of route manager software for its truck fleet. Software was installed at branch locations and provided operational management with the tools to reduce it truck fleet and optimise its customer delivery and pick-up. The world's leading Business Intelligence software manufacturer merged with Crystal Decisions in 2004. The merger meant there were now two main product lines at the opposite ends of the software spectrum and two different third party channels to market. CMD provided the answers for the optimum reseller strategy. Lipton Ice Tea once had a market size of less than $1 million in Australia. Today it is over 30 times that amount, and is the leading Ice Tea product in Australia, all in just 4 years. Part of the success is a Ipaq merchandiser system designed by CMD. This system records all calls made by the merchandiser team, collects information on each outlet visited by merchandisers, sets the merchandisers call cycles and displays their most time effective route for the day. Management can view reports on over 20,000 outlets visited, from where the Lipton Ice Tea is being placed in a fridge, to competitor products, to the type of Lipton Ice Tea products being sold. Management can view how merchandisers have allocated their time during the day and where they traveled on their call cycle. Ericsson Malaysia had traditionally used a internal sales force to sell communication products. But market growth and an increasing range of products in the systems sector increased the need for a multi-channel system. CMD developed a stategy that resulted in Ericsson Malaysia's first indirect channel to market. The indirect strategy set out a clear strategic and operational role for the indirect channel compared with the existing direct channel, addressing issues such as coverage, product offer and customer segments. CMD provided a complete Market Footprint of the Australian retail market for consumer electronics detailing distribution outlets, sales by segment category (TV's DVD's, HiFi, Computer notebooks, etc) sales per outlet, sales by postcode, population forecasts, gravity pull of shopping centres and many other retail benchmarks. CMD provided a five year network dealer plan for BMW in Australia covering market growth, forecast sales of BMW, potential sales per existing and potential dealerships and an optimal PMA structure. |
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The Market Footprint
Route Manager
Channel Strategy
Channel Performance
Channel Strategy
The Market Footprint
Network Planning