# data[].attributes.body
Increased digital footprint, and leverage for direct sales. Social media campaigns etc.

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develop digital marketing, use celebrities to promote products

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Increased production runs and staff overtime has meant a fall in QA, could lead to product recalls in the future which would damage brand image and hurt profitability

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Improve production scheduling and inventory management/ invest in new equipment/ expand facilities. This would reduce material wastage, lower production costs, and improve DGS's ability to meet fluctuating demand.

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There is no cap on the discounts offered by hugh, suzzanne and sayali

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Create a "late delivery" charge for customers who order within the one month requested delivery time, increasing the charge the faster turnaround requested. This could create additional revenue (offsetting increased costs) and encourage customers to place orders with sufficient time.

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Reliance on large clients such as Taylor's, which have high discounts due to bargaining power. This could be countered by introducing direct sales B2C

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Consider celebrity affiliates to raise brand image

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High wastage at almost 10% (increase from 8.8% in PY). Above KPI.

High pressure on production staff.

Schemes for sales staff considered unfair - lead to disgruntled sales team.

Least experienced person in charge of key account - reallocate to more experienced sales team member.

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Corporate with celebrities and influencer to promote their products

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KPIs and commission scheme for sales staff is disfunctional. No incentive to bring in new clients if head office is in different area. Also no incentive to exceed revenue target by any considerable margin

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Increasing vertical integration amongst Vet's, reducing potential customers and demand.

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Lots of "red tape" applied by family thus company only able to work with select clients / partners and not able to have its products sold alongside its competitors

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Selling direct to customers may cause conflict with current clients, as they are competing against eachother

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Too many production runs - renegotiate contracts to limit number/timings of placing or changing orders

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Have another KPI that looks at customer satisfaction to manage the number of complaints and protect reputation

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Staff discontent rising due to a perceived "unfair" bonus system - likely to impact staff turnover in future

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Lack of brand loyalty with customers willing to move between food suppliers.

Increase in vets within pet stores reducing sales as trend towards own brand.

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Renegotiate with customers to ensure they adhere to agrees terms e.g. to reduce last minute orders which are increasing production runs and costs

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Target another customer like Taylors

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More of a niche offering - differentiated and high quality for dogs only, more difficult for them to gain competitive advantage

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use social media marketing

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Increasing production costs due to short customer request times

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Wastage is increasing, which is reducing gross profit margins substantially. This needs action. Planning needed to reduce number of production runs to lower labour costs.

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invest in pigging in order to decrease waste and save on costs of sale

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Develop their website to allow DGS to sell DTC

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Have a subscription service so monthly demand is known, preventing last minute production runs = reduces materials wastage, production overheads, increasing GP

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High level of wastage - above their KPI of 7%

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Invest in another site to increase manufacturing / storage capacity

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Additional income streams from garden centres and other supermarkets

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Pigging system

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Over reliance on Taylors compensating for poor trend in other areas.

Increase in receivable days, could lead to cash flow issues.

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Increased discounts being offered to customers

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make sales directly to pet owners

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Expand out to other product types and other target pets - e.g. new food types/unique areas like fitness, new animals like cats.

Use celebrities to help.

Invest in pigging system to reduce wastage.

Improve online sales and investment in website to increase margins and reduce discount costs. Could lead to more advertising and marketing raising brand image.

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Improve the discount offering process to align with business objectives and improve margins.

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move to online sales, produce food supporting heart issues (this is growing in demand)

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Average revenue per customer has declined significantly over the Historical Period (driven by discounts provided)

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produce cat food as well as dog food