Business model. Brief description (User Strory)

The Distributor company supplies products for sale to the final consumer through a distribution network (contractors), the main of which are representatives of farm distributors and the retail market. Contractors sell goods on the final market to pharmacy chains and other sales channels.

The sale of goods by contractors corresponds to the second level of Distribution - Sale In 2.

The company also wants to investigate the situation in the final sales market, track trends in consumer purchasing preferences, and analyze information about competitors. For this, the company orders information about final sales - Sale Out, grouping it by COMPETITIVE GROUPs, BRAND, BRAND MARKET ORG, ADD GROUP, DRUGS NAME and divides into sales of own product items - OUR SKU and sales of products of competitors - COMPETITORS SKU. The main source of information is the data of the information system of the company "Proxima" (Morion).

The period of receiving information is 1 week.

The company is engaged in active marketing and advertising activities on television (TRP) and radio. For a qualitative analysis of the effectiveness of this activity, the company orders information about the marketing activities of competitors on television (data on TRP) from the relevant advertising agency. The company has its own information about advertising activity on the radio.

In general, the company has information about:

Own Sale Out;

Sale Out of competitors;

Own Sale In 2;

Own marketing activity on television (TRP);

Competitive marketing activity on television (TRP);

Own marketing activities on the radio (sec.).

The main analytical indicators are:

The number of own and competitive sold goods on the final sales market in pieces Sale Out (pcs);

The cost of own and competitive sold goods on the final sales market in euros Sale Out (EUR);

The number of own sold goods for the final sales market in pieces Sale In (pcs);

Own marketing activity on television Our TRP;

Competitive marketing activity on television Competitors TRP;

Own marketing activity on the radio Our Radio (sec.).

The main purpose of the Corporate Analytical System is to enable the top management of the company to receive detailed and structured information and perform:

Comprehensive, multifactorial, multidimensional, comparative and rating analysis of final sales (Sale Out) and their comparison with primary sales, at any level of analytical dimensions;

Analysis of the effectiveness and impact of marketing activity on sales;

Analysis of sales dynamics in quantitative or value terms and market share by selected competitive groups;

Analysis of % Growth from previous periods across of any Dimensions;

Calculations of various KPIs and their dynamics;

Calculations of various Statistical indicators;

Creation of multi-level Interactive Reports.

The data update interval in the Analytical System is 1 week.