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 REASSURINGLY EFFICIENT RESOURCE PROVISION FOR YOUR BUSINESS |
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UK Agrochemical Distribution
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Background
Manufacturers of agrochemicals are reliant on a network of distributors to reach their markets. These
companies not only provide product, but also make recommendations to their clients, the growers, on
agrochemical use as the season progresses. Every two years, a syndicate of the top five manufacturers
asks Closer to Customers (C2C) to assess the needs of this market sector, and review the image and
performance of the manufacturers in supporting their distribution partners. The survey involves in-depth
interviews with key decision makers in each major distribution business, usually managing directors
and directors on both commercial and technical platforms. In order to cover the required ground within
the timescale, and also to have the input of a similarly skilled researcher to the project, C2C asked
IBR-Ltd to conduct a proportion of the interviews.
The Challenge
Whilst the results of the survey would be an important input to management strategies for the five
manufacturers, getting the cooperation and time of such senior people would be difficult: some
individuals could be unconvinced of the value of the market research process and could perceive it as
putting an additional strain on their valuable time. For this exercise to be successful, therefore, it
would be vital to meet the key decision makers face to face and get at least an hour of their time.
Between C2C and IBR-Ltd, the principals and senior directors of the top nine distribution companies
were all persuaded to participate in the survey, a reflection of the persuasive skills of both firms
and their experience in this market sector.
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Benefits to the Clients
To C2C, the benefit was a second opinion on the many issues that the survey raised. Roger Pratchett's
vast experience in the agricultural sector ensured he had a firm grasp of the issues involved and
his interpretation of the market was excellent.
To the end clients, each manufacturer has commented on the quality of this year's survey, which was
a step forward from the previous format.
"I am sure that Roger's contribution helped considerably in this respect. Since this job, C2C has
worked with IBR-Ltd on other occasions, not necessarily in the agricultural sector, and each time Roger
delivers excellent feedback. I anticipate future collaborations with IBR-Ltd."
David Dower, Principal, C2C
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INDEPENDENT BUSINESS RESOURCE Ltd, registered in England Number 4820918
Registered Office: Unit 2 Uffcott Farm, Uffcott, Wiltshire, SN4 9NB |
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