The document outlines a strategic customer management process called "The Fish Model". It describes a 4 step process: 1) Strategy Formulation at the portfolio level, 2) Planning by the customer team, 3) Engagement internally and externally, and 4) Execution internally and with customers. Each step is vital like parts of a fish to ensure successful strategy implementation from planning through execution.

1. Strategic Customer Management (SCM)
“FISH MODEL”
By Katlego Magakwa

2. “THE FISH”
1) Strategy Formulation 2) Planning 3) Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
“The FISH” is an analogy that guides our thinking with regards to the process of strategy
formulation down to execution. Just as each body part from head to tail is vital to the
survival of a fish, so is proper planning at each step of the SCM process
By Katlego Magakwa

3. Pre-Work
Customer Prioritisation:
Priorities key customers for resource allocation based on 3 Key Metrics
1. Current Landscape
2. Collaboration
3. Future Growth
By Katlego Magakwa

4. Pre-Work
SHOPRITE
PnP
MASSMART
SPAR
WOOLWORTHS
UMS
Performance
Collaboration
Customer Portfolio Prioritisation
SHOPRITE
PnP
MASSMART
SPAR
WOOLWORTHS
UMS
Bubble size is
Latest Year
Nestlé Sales
DEVELOPING STRATEGIC
TRADING TACTICAL
Low High
Low
High
Performance
CollaborationBy Katlego Magakwa

5. Step 1) Strategy Formulation:
1) Strategy Formulation 2) Planning 3) Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
1) Alignment 2) Action
3) Size of Prize
By Katlego Magakwa

6. Step 2) Develop Customer Strategy
1) Strategy Formulation 2) Planning 3) Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
Common Vision Business Platforms Size Of Prize R(Value)
Where? What? How?
By Katlego Magakwa

7. Step 3) Engagement
1) Strategy Formulation 2) Planning 3) Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
1) Internal buy-in from
Key stakeholders
2) External buy-in
Customer plan
presentation in ICP gate 4
Sell commercial proposal to
Buyer using 4C technique
By Katlego Magakwa

8. Step 4) In-store execution
Flawless Execution! Drive AVA!
Process Owners:
1) Strategy Formulation 2) Planning 3) Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
2) OPS1) CAMS
Equip Field Sales for
Flawless Execution
Effective communication
to OPS
By Katlego Magakwa

9. “THE FISH”
1) Strategy Formulation 2) Planning 3 Engagement 4) Execution
(Portfolio Level) (Customer Team) (In-Store)(Internal &
External)
“A fish rots from the head, likewise poor execution nullifies the efforts of proper
planning and engagement from the tail end of the process! Every stage is crucial!”
By Katlego Magakwa