What outcome is desired from identifying SPPD opportunities?

Identifying SPPD (Sales Per Product Distribution) opportunities is fundamentally aimed at maximizing sales from existing distribution. This approach focuses on understanding how effectively products are being sold in stores that already carry them. By analyzing sales performance against distribution metrics, businesses can identify gaps in sales performance and opportunities for improvement.

When a company maximizes sales from existing distribution, it is effectively leveraging the resources already in place, ensuring that products are not only present on the shelves but are also optimized for performance. This can involve strategies such as adjusting pricing, improving promotional activities, or enhancing product placements to boost visibility and encourage purchase.

The other options represent important aspects of category management and product strategy but do not encapsulate the primary goal of SPPD analysis as succinctly as maximizing sales from the current distribution. Increasing overall market penetration pertains to expanding market share, which is a broader strategic goal. Discontinuation of underperforming products is more about product lifecycle management than optimizing current sales performance. Enhancing product visibility in stores is related but is often a tactic used to achieve the broader goal of maximizing sales. Therefore, the focus on maximizing sales from existing distribution aligns directly with the objectives of identifying SPPD opportunities.