Case studies

Choosing the optimal distribution network

2 months
Microsoft Excel, VBA, R, Leaflet


When introducing a new product on the market, one of the FMCG companies needed to decide which distribution networks to cooperate with. The aim was to ensure product availability in target groups in the most important cities in Poland while limiting the number of partners.


A tool was built to simulate target market coverage depending on the selected network and other parameters. Business users can change simulation assumptions and test different scenarios themselves.


  • Possibility to simulate and evaluate different decision options
  • Optimisation of distribution costs

Data Sources:

  • Sales data
  • Demographic data (Central Statistical Office of Poland, external suppliers)
  • Point of sale network data; Distances/time to arrive