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Distribution and Goal SettingThe Problem: Establish Realistic Goals with DistributorsA rotary screw air compressor firm needed a standardized, unbiased look at its product sales by geography and distribution channel. They also wanted to establish realistic sales goals with distributors, based on the forecasted geographic market potential. Our Approach: Analyze and Map Local Area Market Potential Global Insight integrated industry association data on national industry sales with information on key sales drivers. We analyzed relationships among compressor sales, activity within industry end-markets, cyclical variables such as profits and exchange rates, and the special timing dynamics of demand commonly associated with capital goods. The Answer: Reallocate Distributor Territories Global Insight developed county-level estimates and forecasts of market potential, enabling the client to reassign distributor territories and set performance expectations based on market demand.  |
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