Study on the issues with field force for distribution excellence: route to market (RTM) review project 2016, British American Tobacco Bangladesh

Abstract

Sales efficiency has been always a great concern for the trade marketing and distribution for a company that is highly dependent on different intermediaries. Therefore, the quality of the sales force has a great impact on the whole business performance and getting proliferation in the market. Therefore, company requires properly skilled and qualified sales force whom they should provide standard compensation and proper training and development opportunity to deal with the future complexity of business. This report highly focuses on the importance of having sales team with right profile and their profile uplift in terms of education level, compensation and development opportunity in tobacco industry of FMCG industry in Bangladesh, to be specific, British American Tobacco Bangladesh for creating excellence in distribution management which is a hypothesis for the current RTM (Route To Market) Approach review project of the company. This report also justifies why sales team’s profile uplift is very much required comparing the facts of the analysis within industry and also with different leading companies though it generates a sharp increase in company’s overall expenditure. This report also provides an overall overview of the company and the job summary within the overall internship period. Following these, it also provides the analysis of current scenario of the core sales team of different distributors of the company and generates some hypotheses or some statements which has been also tested to identify the right scenario. The report has been prepared based on the internship learning and experience. Different journals, books and websites have been used to provide different information and relating the study. Primary data collected based on template based survey has been used for the analysis part. Different distributors and their core sales team were the sample for the data collection.