Route to Market (RTM) Analysis at Kenya Tea Packers Limited

The primary objective is to analyze and optimize the company’s Route to Market (RTM) strategy, including determining the optimal number of sales staff and defining operational regions to achieve maximum efficiency and market penetration.

Scope of Work

Market Assessment

• Analyze competitor strategies in key regions. Comprehensive market coverage analysis –
• Detailed competitive landscape mapping
• Geographical and customer coverage gap identification
• Data collection
• Secondary market research
• Stakeholder interviews
• Sales team workshops
• Distributor and retailer surveys

Route to Market Analysis

• Comprehensive distribution channel mapping
• Performance evaluation of existing RTM strategies
• Cost-benefit analysis of current distribution models
• Recommended optimization strategies, including:
• Direct sales channels (supermarkets, institutions)
• Distributor network optimization
• Wholesale and retail penetration strategies

Sales Workforce Assessment

• Determine the ideal number of sales staffs required based on market size, coverage goals, and relevant productivity benchmarks.
• Provide recommendations for staff numbers allocation across regions.
• Review current sales structure in line with the recommended RTM model.
• Identify skill requirements and potential training needs for the salesforce.
• Provide recommendation for remuneration of sales staff tied to performance based on achieved targets. i.e., incentives, retainers’ commissions etc.
• Provide recommendation on transitioning current sales staff from fixed pay remuneration to variable pay remuneration.
• Skills gap analysis and training recommendations
• Performance metrics design

Regional Optimization

• Define operational regions for market coverage based on geographical, demographic, and sales potential data.
• Geographic Market segmentation, Recommend regional priorities and resource allocation strategies.
• Sales potential mapping, recommend sales strategy for each region based on demographics, infrastructure and unique characteristic.
• Priority market identification

Fleet Assessment

• Assess the types, age, and condition of vehicles used in distribution, Sales, and Marketing.
• Evaluate the adequacy and efficiency of the current fleet in supporting distribution, Sales, and Marketing activities.
• Assess the operational costs, including maintenance, fuel consumption, and depreciation.
• Review of vehicle usage patterns, load capacity, route efficiency, and downtime.
• Identify areas for optimization, including fleet size, vehicle types, and utilization.
• Identification of bottlenecks and inefficiencies in fleet operations.
• Compare with industry best practices and competitor approaches.
• Review the transport rebate policy

Data Collection and Validation

• Conduct interviews with key stakeholders (e.g., sales team, distributors, and management).
• Use primary and secondary data sources to validate findings and recommendations.

Reporting and Recommendations

• Deliver a comprehensive report summarizing findings, recommendations, and a step-by-step implementation plan.
• Present the findings to the Company’s leadership team.

Deliverables

• Inception report detailing the methodology, work plan, and timeline.
• Market assessment report with gap analysis.
• RTM strategy document with recommendations based on the best practice for FMCG industry.
• Sales staff optimization plan, including staffing numbers and regional allocation.
• Recommendations for improvement, on fleet rightsizing, technology adoption, and cost-saving measures.
• Final report summarizing all findings and actionable recommendations.
• Presentation of findings to stakeholders.

Duration and Timeline

The assignment is expected to take 6 weeks with key milestones including

• Inception meeting and submission of the inception report.
• Submission of market assessment findings.
• Delivery of the draft final report.
• Presentation of findings and submission of the final report.

Consultant Qualifications

The ideal consultant should have:

• Proven experience in RTM analysis and salesforce optimization, experience in FMCG will be an added advantage.
• Strong understanding of distribution models and market dynamics.
• Expertise in data collection, analysis, and reporting.
• Excellent communication and presentation skills.
• Relevant educational background in business administration, marketing, or a related field.

Budget and Payment Terms

• To be discussed with the successful consultant firm.