End-to-End Commercial Architecture, Procurement & Route-to-Market Execution

Unlocking Trapped Working Capital, Gross Margin & Field Execution for FMCG Distributors, Production Manufacturers & Multi-Branch Retailers.

01 // THE COMMERCIAL REALITY

Where Mid-Market Distributors Lose 15% - 25% of EBITDA

AT THE BUYING TABLE

Outdated supplier contracts, uncollected back-margins, and eroded landed-cost profitability due to passive vendor renewals.

IN THE WAREHOUSE

Up to 80% of working capital trapped in the bottom 30% of slow-moving SKUs, compounded by picking errors and dispatch bottlenecks.

IN THE FIELD (RTM)

Sales teams compensated on blind top-line volume rather than gross margin, drop-size efficiency, and actual cash collection.

AT THE RETAIL SHELF

Local producers and importers bleeding margin through unstructured wholesale trade ladders, listing fees, and weak JBP governance.

02 // THE MTA ECOSYSTEM

Full-Spectrum Commercial & Operational Architecture

UPSTREAM // BUYING & SUPPLY

Principal & vendor contract negotiations
Joint Business Plan (JBP) structuring & rebate recovery
Landed-cost auditing & payment term extension
5,000+ SKU category architecture & GMROI pricing

MIDSTREAM // OPS & TECH

Receiving, sorting, binning & picking accuracy workflows
Dead-stock liquidation & ABC Pareto inventory pruning
Fleet loading & dispatch bottleneck elimination
Odoo ERP / CRM & digital B2B trade catalog deployment

DOWNSTREAM // TRADE & CASH

Van-sales, DSD & presell route-to-market engineering
Sales commission restructuring (Volume to Margin & Cash)
Strike-rate, drop-size & active coverage expansion
Manufacturer wholesale pricing ladders & Modern Trade entry

03 // ENGAGEMENT ARCHITECTURE

Flexible Commercial & Operational Deployment Models

14-DAY DIAGNOSTIC AUDIT

FIXED-FEE ENTRY SPRINT

A surgical 2-week audit of SKU sales velocity, inventory aging, top supplier contracts, and sales commission payouts to identify immediate cash and margin leaks.

Complete ABC Pareto SKU & dead-stock valuation
Top-10 vendor contract & rebate gap analysis
Actionable 90-day margin recovery roadmap

FRACTIONAL COMMERCIAL DEPT.

MONTHLY EXECUTIVE RETAINER

Ongoing commercial leadership and analytical governance at a fraction of the cost of a full-time C-suite hire, driving supplier negotiations, pricing, and field KPIs.

Direct leadership of vendor JBPs & buying terms
Monthly sales commission & RTM target governance
Continuous category margin & inventory optimization

TURNAROUND & ERP SPRINTS

PROJECT-BASED EXECUTION

Dedicated operational and technical deployment to eliminate specific bottlenecks from warehouse dock to retail shelf, including full ERP and B2B catalog rollouts.

Warehouse picking, binning & dispatch re-engineering
Van-sales & presell route-to-market restructuring
End-to-end Odoo ERP / CRM & B2B portal deployment

04 // LEADERSHIP & NEXT STEPS

Operator-Led Execution — Not Theoretical Consulting

PRINCIPAL-LED COMMERCIAL ARCHITECTURE

20+ years of direct P&L, supply chain, and turnaround leadership across nationwide FMCG distribution (5,000+ SKUs), high-velocity q-commerce, and multi-branch retail across the Levant and GCC.

Unlike traditional advisory firms that hand over static slide decks and delegate to junior analysts, every MTA mandate is personally architected and executed in the field, from vendor buying tables and warehouse dispatch docks to route-to-market telemetry and ERP deployment.

INITIATE A CONFIDENTIAL DIAGNOSTIC BRIEFING

Schedule a direct 20-minute commercial review to benchmark your SKU velocity, supplier back-margins, warehouse dispatch efficiency, and field sales compensation structure.

JOHNNY EL ABED

Managing Partner | Meridian Trade Advisory

Direct / WhatsApp: +961 3 815 679
Corporate Email: johnny@mta-advisory.com
Web: www.mta-advisory.com

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