Procurement is usually through intermediaries such as distributors and retailers. While general trade is usually owned by individual entrepreneurs, relatives, or even families. To carry out this initiative, ~55% of modern trade accounts are served directly by the principal. A chain store network with multiple locations run by a management team with centralized procurement allows principals to manage stores directly without distributors.Īccording to McKinsey-Nielsen’s research, principals who are successful in managing modern trade are those who tailor products and promotions specifically based on insights gathered from strong partnerships.
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