Forecast Justifies New International Plan and Sales Focus at Key Accounts


Major supplier of savory flavor ingredients planned to construct an offshore facility, which was sized to match the estimated 5-year demand as developed from assessments of the food category’s growth, substitution of other ingredients and increased account penetration. However, the owner-managers were concerned about customer account penetration and competitive new products.


Reviewed current positions of all significant accounts and undertook a customer audit. In addition, internal discussions were conducted with marketing executives about the future of the food category growth forecast. Externally, we conferred with food technologists about the propensity of substitution and interviewed purchasing agents on current consumption and future demand. Also, visits were made to competitors to validate findings about the outlook.


Forecast model/scenarios indicated facility was justified. Selling and marketing activities had to be directed towards customers so that future ingredient orders would be assured.

For more information, contact Terry H. Baker 866 448-3834