One of the largest cement manufacturers in Southeast Asia sought to develop and strengthen its distribution network to all customer segments in Indonesia.

The objectives of the study were to:

The process
Spire conducted groundwork study to formulate a hypothesis about the distribution network. These included interviews with industry experts (including associations, staff of company), as well as field observation and mystery shopping made by contractor companies (including visits to cement dealers, wholesalers and retailers).

In-depth face-to-face interviews were also held with key manufacturer’s staff; targeting staff that had full understanding of the products, pricing, channel and distribution, as well as staff specializing in distribution or supply chain management. Spire also conducted in-depth interviews in the Greater Jakarta, West Java and East Java areas with fabricators, distributors, dealer/wholesalers and retailers.

The results
Our report provided critical conclusions relating to Indonesian channel characteristics and trends, enabling our client to expand its presence in the Indonesian market.

Project deliverables included: