Laughrin said: “Today Nestlé has released its sales figures showing an impressive 11.7% growth in emerging markets. With developed economies in Europe and North America still struggling, expansion into emerging regions has become a priority for many consumer goods multinationals and retailers.
“Expanding a multi product business simultaneously across a number of different geographies and demographic markets is a complicated process and businesses need to ensure they have access to clear, accurate and relevant information in order to monitor and plan the process effectively. Leveraging market data and insight to understand the dynamics of the emerging markets alone, isn’t enough to secure successful global growth.
“The real data challenge lies in integrating market information with internal financial data in a scenario based model to test the effectiveness of different strategies. Given the high stakes involved in successfully capturing the growth in these regions – both short and long term – it is crucial for firms to get the strategy right in the face of competition from other multinationals as well as local players. Only by getting these strategies and processes right, will firms successfully expand into new markets and achieve ambitious growth targets as Nestlé has done.”
Source: Metapraxis
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