RIO Food & Beverage Ltd.

Finding weakness to increase recover and increasing strength is the best strategy for the
development of any organization. RIO started its operations from November 2020. In order to set
up quick distribution channels and team we had to take quick procedures which need to be
corrected now. Therefore, we have found out some weaknesses to be reviewed and initiate action
plans to recover those.

Weakness:

1. Low Value SKU:

Currently we have 19 available SKU in biscuit unit, 8 SKU in chocolate unit and 2 SKU
in semai unit. Among these items there is no significant high value product. Particularly
biscuit items are very low in price. It causes low IMS and high transportation cost. In
order to increase value per memo and reduce transportation percentage RIO is in need of
some high value products such as:
Tea.
Family Noodles.
Oil.
Milk Powder.

We also need some internationally recognized brands to take leadership in market.

2. SO Quality:
In a close assessment, we have found that 50% of our sales officers are not up to mark in
term of standard. So, naturally we do not get desire output from them. Moreover, retail
 connections are also hampered due to personality issues. Personality, dedication and
experience – combination of three things are very much important for a Sales Officer. In
this regard following points are important in our opinion:

Minimum educational requirement HSC which can be flexible in case of high

experience.
Must have experience to work in FMCG (Minimum 2 Years).
Well communication skill.
Health assessment (Need to screen whether free from drugs).
Geographical knowledge of that territory.
Good family background.
Local persons should be avoided.
Good knowledge on reporting.

3. Low Retail Coverage:

Currently our retail coverage is very poor. Less dedication of sales team, low
involvement of distributors and unfocused brand image are the key causes of low retail
coverage. To increase the coverage the following points should be emphasized:
Brand image and advertising need to be focused.
SO must follow route chart which contains number of outlets.
Supervisors must check the number of total visit and effective calls.
Attractive programs for retailer should be initiated.
Universal outlets list needs to be prepared.

4. Lack of business ownership by team:

Dedication for sales and ownership for business are prime conditions to be successful as
sales person which are still missing in many members of RIO sales team. Regarding
improvement some points should be emphasized:

Previous employment background and performance should be checked.

Motivational training programs should be conducted frequently.
Effective and quick disbursable incentive programs for sales team can be initiated.
We need to Involve Employees in Goal Setting and Planning Activities.
They should be Encouraged to Solve Their Own Problems.