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Yi Tan Chen 10530335 Alison Shillington 10323032 William Trousas 10567333 Justin Wang 10337828 Angela Yang 10

Channel Audit Channel Analysis and Management 24222. Yi Tan Chen 10530335 Alison Shillington 10323032 William Trousas 10567333 Justin Wang 10337828 Angela Yang 10621593. Agenda. Introduction Strategic Intent Channel Partners Domestic Channel Structure

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Yi Tan Chen 10530335 Alison Shillington 10323032 William Trousas 10567333 Justin Wang 10337828 Angela Yang 10

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  1. Channel Audit Channel Analysis and Management 24222 Yi Tan Chen 10530335 Alison Shillington 10323032 William Trousas 10567333 Justin Wang10337828 Angela Yang 10621593

  2. Agenda • Introduction • Strategic Intent • Channel Partners • Domestic Channel Structure • USA Channel Structure • Gap Analysis • Gap Problems and Prospects • Recommendation • Implementation • Conclusion

  3. Introduction

  4. Strategic Intent • Cumulus Wines intends to achieve sale of 250, 000 cases per annum by 2012 in order to reach superior ROI. • 65,000 cases (12 bottles in a case) are currently being sold per annum to the Domestic market. This is hoped to be increased to 100,000 by 2012.

  5. Channel partners

  6. Domestic channel structure

  7. Cumulus Wines Sydney (Sydney) USA channel structure (35)% US Market (Lion Nathan) Cumulus Vineyard (Orange) C & R logistics

  8. Gap Analysis

  9. Cumulus Wines Efficiency Template

  10. Strategic Direction • Government

  11. Gap problems/ prospects

  12. Recommendation Demand-Side

  13. Recommendation Supply-Side

  14. Implementation

  15. Conclusion • Our recommendations aim to achieve: • Reduced physical possession in the channel through improved forecasting techniques • Improved promotion to intermediaries who purchase from wholesalers through trade show exposure • Increased demand of ‘Rolling’ and ‘Climbing’ as a result of awareness generated in the on-premises outletsThis will ultimately assist in achieving superior ROI for the company and achieve a Zero-Based Efficiency Channel structure

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