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Trade Conclusions - Coggle Diagram
Trade Conclusions
Alessa Model Prevents Growth
Alessa's positioning is devaluing the products
Control Price is not enforced with aggressive action
HEED Intelligence
Price positioning based on Alessa's understanding of brand position not on the market's perceived position
Market research on brand positioning
Alessa sales structure doesn't align with the customer buying journey: Split between mainline and modern trade is pointless
Retailer Buying Journey (in progress)
Key role expectations
Forecasting
Promotions
Customer available
?Diyaa handles different divisions?
Current Selling Process
Credit terms are given based on negotiation rather than as an award
Chart: Credit terms vs sales (Tableau)
Alessa purchases stock based on history rather than forecast
Stock unavailable
Orders not fullfiled
Customer Inventory Fluctuations
Sales doesnt know forecast and commercial buys based on what was sold
Salespeople are reactive rather than proactive
Customer places order rather than salesperson suggesting
Tableau: which products are sold where
Initiates stock required forecast
Alessa focuses on wholesalers rather than retailers
Wholesale is a dying industry
from mordor
Performance with retailers
Manea
Revenue from Alessa (tableau)
Manea revenue (data min Wael)
Extra
Extra revenue (data min Wael)
Revenue from Alessa (tableau)
Other comp
Data Tableau retailer vs whilesaler
Alessa's internal ordering process has many bottlenecks
Many stakeholders
Order process slide
Many approvals
Order process slide
Fear of fraud
Order process slide
Pricing
No positive effect from discount
Wholesale price discount is for granted
Showroom sales are decreasing drastically
Prove the the old generation wants to buy from agent
Warranty from Gov watet emit el wakil
Tableau showroom sales: appliance vs spare parts
Tableau: Showroom sales impact from metro Riyadh
Strategy of other retailers (saco, red sea)
Alessa corporate positioning is based on past laurels
Alessa operates based on history rather than on the future
Household size decreasing
Locals
Research average family size in KSA over time
Number of household maids
Expats
Graph that proves expats are leaving individual homes and coliving
Gather info on: Tariffs on family members
Government Initiatives
Vision 2030
Graph showing increase in awareness in energy efficiency in KSA
Consumer insight: people want energy efficient gadgets
Purchase power
15% TVA
Graph proving that consumers spend less when VAT increases
Shift in purchase habits
CPI or PPP trend in KSA
Data that proves that consumers are shifting towards market abu kalb
(Masalan OEM's zeydeen)
Data that proves people have more things to spend money on
Subsidization of Saudi Products
Pay expat family tariff
What the gov offers for saudi manufactured products
Future trends
IOT, Modern innovations, changes in tech
Data available from Mordor
Market Growth Potential
Washing machines
Market size available from Mordor
TV
Market size available from Mordor
Vacuum Cleaners
Market size available from Mordor
Refrigerators
Market size available from Mordor
AC's
Market size available from Mordor
Porter's 5 forces
Fact, insight
Alessa's strength is based on the variety of products not on market share per product
Market share of the different appliances from excel sheet
E-Commerce doesn't align with what & how people buy online
Alessa's products on E-commerce do not align with how & what people want to buy online
E-com market trend
Credit card penetration
Online payments
CoD
Fast delivery
Products
MDA VS SDA online sales
Alessa vs mkt (sales data)
Alessa treats E-commerce as a secondary business
E-com process
E-com internal process
Structure
Ahmad does everything
Marketing
vs Marketplaces