Consumer Goods

Managing the matrix of territories, products and customers

FMCG companies have typically created robust information systems for recording key management information by operating company, brand, category, and customer.

However, such data tends to focus on internal trends, rather than on the risks surrounding the achievement of targets, and can be presented in a way that obscures the underlying issues.

A further challenge is the alignment of detailed internal management information with a detailed external market data to establish the real performance of each part of the business.

Key questions that might be addressed using Metapraxis techniques include:

• What is the magnitude and effectiveness of our trade investment by customer?
• How effective is our advertising expenditure in generating underlying sales growth?
• How are our margins for a specific product moving by retail customer and what is the effect on profit?
• Where are the key opportunities and vulnerabilities in our portfolio?