Choosing where to play
Most leading consumer products companies access, manipulate and
interpret a wealth of information. Data about sales, shipments,
market share trends, consumer and shopper insight, and customer and
product profitability are typically available at mouse-click speed.
Yet in a rapidly changing business environment, the market models
that these data sources feed are becoming outdated ever quicker. To
provide a solid basis for decision making and to channel precious
investment capacity, consumer products companies need more dynamic
and relevant models and data analysis to segment, understand and
track the evolution of their markets.
Individual consumption patterns are rapidly changing the market
landscape and traditional market segmentation and value
quantification models risk irrelevance. Deciding where to play and
gaining the necessary stakeholder commitment to the investments to
be made requires robust, fact based insights into how the landscape
of available revenue and profit pools is evolving. These insights
must in turn be based on high-quality, timely analysis of past,
current and anticipated market trends.
For further information, download our report '
Understanding and owning revenue and profit pools in changing
markets'.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
