A case study illustrating the John Gordon approach

Company: Heineken


The food trade in the Netherlands tries to make food distribution more efficient by introducing shelf space allocation systems and re-stocking systems. Systems were developed, some focus primarily at shelf allocation, others at re-stocking. Wrong assumptions of some systems and assortment consequences cause problems for specific product groups. This makes it necessary for the manufacturers to elaborate on the specific attributes of their product groups in order to change systems or make additions. Every system is rather general, so there is room for addition or change. The John Gordon approach is one of the existing possibilities open for the manufacturer. A project needs cooperation with the food trade: John Gordon has authority and got trust from trade and industry. This makes this organisation suitable.

Albert F. Veldkamp


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