How would you increase sales among current customer portfolio (aka chefs/restaurants)? Which group of chefs/restaurants would you focus and why? Which channels would you use to reach your prospective customer and sell your products to them? (b) Remember your idea for new target group suggested by you in previous case, in which platforms or places would you sell your products among your target customers? How do you categorize your target customer and why? How would you reach your target customer?
Imagine yourself as Business Development Manager in ABC and your task is to create new business strategies for your products and increase sales volume and diverse customer portfolio. Before you start, we would like to give some information about our current customer portfolio as follows:
|
Customer Segment |
Percentage of segment |
Revenue Stream |
|
High-end / Michelin Restaurants |
37% |
50% |
|
Mid to High Restaurants |
43% |
34% |
|
Cafes / Small Restaurants |
20% |
16% |
Table shows our customer distribution by percentage of each segment and share of each segment in total revenue.
Questions:
(a) How would you increase sales among current customer portfolio (aka chefs/restaurants)? Which group of chefs/restaurants would you focus and why? Which channels would you use to reach your prospective customer and sell your products to them?
(b) Remember your idea for new target group suggested by you in previous case, in which platforms or places would you sell your products among your target customers? How do you categorize your target customer and why? How would you reach your target customer?
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