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Marketing local products:
Short and long distribution channels

[ Summary ]

Section III
Technical Data Sheets

 

Technical Data Sheet nį2
Model description of firms participating
in a collective marketing project

 


GENERAL DESCRIPTION OF THE FIRM


General characteristics of the firm (type of business, ownership, size, location, history and other information relevant to describing its general profile).

General description of business activities
Production process, organisation chart, products, market and competition.

 

PRODUCT CHARACTERISTICS AND BUSINESS STRUCTURE


Range of products and market situation

For each product or line:

  • description of the product or line

  • sales volumes, turnover, break-even point, development, trends, prospects

  • price policy (basic price scale and systems of discounts and offers in line with the type of clientele and/or product quantity)

  • direct and indirect competition

  • competitiveness and the firmís ability to distinguish its product from those of its competitors

  • positioning in the market segments in which it is interested

  • the firmís position in market areas where it is active (relationship between production volume/size of the market areas)

  • trends, prospects and development plan.

General analysis of sales by type of marketing channel: direct selling (own shops, mail-order selling); local markets (retailers and local restaurateurs); wholesalers; mass retailers; purchasing groups; export.


Business structure

  • Employees and responsibilities; physical resources; direct and indirect network (including representation), main customers (names, location, products purchased, percentage of the annual sales volume, terms and conditions of ongoing contracts)

  • methods used to identify potential customers

  • distribution systems.


Market policy and means used

  • sales literature (price lists, catalogues, leaflets)
  • other promotion tools
  • direct advertising
  • advertising at points of sale
  • promotion at points of sale (promotional activities, tasting sessions, etc.)
  • shows and exhibitions, both nationally and in export markets, etc.
  • other (public relations, guided tours, etc.)


Business costs

  • analysis of overall marketing costs and as a percentage of sales: personnel (including social security charges)
  • travel
  • packaging
  • transport for sales
  • promotion, advertising and communication
  • sundry expenses
  • depreciation
  • financial charges.


Business results

  • analysis of management and business costs for each type of market niche
  • ratio between such costs and corresponding earnings
  • comparative net profit for each type of niche in relation to the average sales price and the amount of business costs


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European
Commission

Agriculture
Directorate-General