Realigned a global chemical company’s value chain strategy in Greater China

Key benefits: Realized greater sales volumes across product segments and saved on distribution costs

Need

A global industrial gas supplier wanted to determine potential for a new distribution proposition in Greater China.

Application: Strategic Planning

Geography: China

Approach

Mapped distribution tiers and channel shares, analyzed customers’ unmet needs and identified inefficiencies in the value chain. Involved value chain structure research and customer research.

Methods: Secondary research and analysis

Solution

Products were grouped into opportunity segments and a distribution strategy recommended for each group. For some segments, a move to sources outside the investigated markets was recommended, with a new pricing proposition. For others, the client was advised to tie up with a local player or serve a select group of customers directly.