Blog / Note 03
A regional feed producer found its growth in two of seven segments.
Concentrating the sales effort on two segments, and exiting three SKUs, restarted volume growth.
The client sold to every farm size with the same team and the same range, and volume was flat. We scored seven segments on attractiveness and ability to win, then focused the sales effort on the two at the top.
Exhibit 03Agriculture
- Situation
- Flat volume, sales effort spread across every farm size.
- Decision
- Concentrate on two segments; exit three SKUs.
Segment attractiveness, indexed; values withheld. Source: client data, anonymised.