A Japanese manufacturer of imaging equipment has been selling its products on the Russian market. However, the market environment changed, and there was a need to re-evaluate how to adjust the sales channel structure. First, we did some discovery with the client, talking to stakeholders involved in the matter. Then, after confirming the situation on the ground and talking with channels in Russia, their experts, and decision-makers, we did a number of strategy-building sessions with the client, working out an effective strategy to adjust the local channel structure for long-term success.
| Project goals | Confirm the market situation and its effects on the local channels. Formulate a strategy to adjust work with local channels to account for new market realities and to provide the most effective and efficient local channels network for the long term. |
| Execution (methods) | Discovery sessions with the client about the current situation with the channel network in Russia, recent market changes, and its possible effect on the client. On-site meetings with the local channels decision-makers, confirming the market situation and building optimal adjustment hypothesis. Competitive intelligence through interviews with other market participants. Discussions and strategy-building sessions with the client. |
| Major outcomes | Channel adjustment strategy formulated and accepted by the client. |
| Next steps | The client moved to the implementation phase. |
| Notes | The Russian market was a pivot market for the client to access other FSU countries markets. |
