FMCG MARKET EXPANSION – WHAT ARE THE CRUCIAL RULES FOR SUCCESS?

Introduction

Welcome to the 16th edition of my newsletter, '?Route to Market Excellence’.?

My goal is to share experience and knowledge to help FMCG Leaders?to Skyrocket FMCG Sales, Distribution, and Route to Market Strategy and Execution.

If you are reading this in email, please may I ask you to open it in LinkedIn to react, comment and share??It really helps me produce more relevant future content.

A massive thanks to the 6,200+ newsletter subscribers for all your amazing interactions.?

This 16th Edition is focused on?Market Expansion – The Crucial Rules for Success.

But What Are Our Options for Growth?

Every FMCG company is charged with growth, from Month to Month, Quarter to Quarter, and Year to Year.

But how do we deliver that Growth?

In simple terms, we can:

1. Buy volume through acquisition.
2. Grow our existing volume, in our current geography, usually through better Marketing and Sales Execution.
3. Engage in Market Expansion.?Expand our business into new territories of countries.

Have I oversimplified??Yes of course I have.?

There is so much in point 2 alone, for example, pricing, numeric and weighted distribution, channel investment, distribution execution, and all the great RtM stuff I often discuss here:?

But I want to focus on Point 3, Market Expansion.

Recently I was asked a question by an RtM colleague.?He was charged with Market Expansion, and was having a debate with the market research department about which comes first, research or the physical market visits?

My answer was initially simple, both are critical.?You must gather and analyse the data to understand the market in detail, and to have the ability to agree on your portfolio, channel, and overall approach in that market.

But it is essential that you marry this analysis with a physical understanding of the marketplace, the local norms, the people, the distribution options, etc.

But it is not that simple at all.

What are the Rules for Market Expansion

We use a Step-by-Step approach for Market Entry or Expansion.

This approach is split into three crucial stages:

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2. ?????????? ??: ?????? ??????-???????????? ?????? ???? - ?????? ???? ???????? ????????
3. ?????????? ??: ?????? ?????????????????? - ?????? ???? ??????

In Stage 1, you do your homework.?In Stage 2, you apply the homework to what best fits your situation.?Stage 3 is all about world-class execution.

The overall message is, that you cannot cut out or miss ANY of these essential steps. If you do skip some of them, you will end up cleaning up later on, moaning about the missed opportunities and sales, and redoing the work that should have already been done.

If you would like the details of our Step-by-Step approach to Market Entry or Expansion please click here.?

What should you do now?

• Subscribe to my?Newsletter on Route to Market Excellence.

• Subscribe to my?Route to Market Blog Here.
• Take our free?distributor management training course here.
• If you need specific help on RtM Training or any RtM issue, please?reach out to me
• Use our?20 Steps to Route to Market Excellence model?to guide you on your RtM journey.
• You can use the?Enchange Supply Chain House?to help with your Supply Chain Transformation.
• As we always say, NOW?is the time to review, build, and/or transform your RtM Strategy and Execution to reap the rewards. Do not wait. Feel free to use our?20 Steps to Route to Market Excellence Implementation Guide?to help you: