Context

William Grant & Sons (GRANT’s) is a company that distills and distributes Scotch whiskey and other spirits. It is ranked third in the world after DIAGEO and Pernod Ricard.

At the beginning of 2017, GRANT’s wishes to evaluate and qualify the distribution of spirits in Cameroon, specifically in the cities of Yaoundé and Douala

Solution

• Identification and categorization of players by market segment
• Implementation of a system for collecting and aggregating data on GRANT’s brand products and competing products
• Analysis of performance indicators

Results

• Market shares by player
• Determination of the strengths and weaknesses of the distribution of the brand’s products
• Determination of the best performing distribution channels by city
• Optimization of each distribution channel