Global or Local:  Does Mill Location Make a Difference?, Paper360º March/April 2019

In my years working in various sales and marketing functions in the European pulp and paper industry, I’ve always wondered if the geographical location of the producing mill makes a difference in adding or reducing revenue/profits and market share to the producing company. How do the sales and marketing people see this insight impacting their daily jobs? Can Business Intelligence (BI) help them put this into practical use?

We tend to know our customers far better than we know our competition, whether directly or indirectly. Understanding direct and indirect competition will help us better address customers’ unserved needs, thus allowing us to better serve the market. Understanding the implications of the physical locations in comparison to the market can give producers and suppliers insights to inform their sales and marketing initiatives.

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