Optimising portfolio for market share growth

CGA empower growth & double market share of a leading drinks supplier over five years.

The Challenge

In 2012 CGA undertook a strategic review of a leading drinks supplier, using OPM as the core of the approach to drive informed & actionable recommendations for growth. The On Premise business implemented all twelve key recommendations, doubled their market share & quadrupled their profit. Five years of successful growth is slowing so CGA are invited back to repeat the process & set the next five year strategy.


The Solution

A full review of current business in the context of evolving market dynamics, with OPM as the key data source. Using a tried & tested methodology looking at where best to play & how best to win there, CGA were able to map & prioritise the opportunity, assess the competition, category dynamics & provide portfolio recommendations to optimise market share.


The Outcome

First round of consultancy resulted in the On Premise business doubling their market share over a five year period. The optimised portfolio approach & trade term recommendations also increased profit more than four-fold. The impact of the latest round of consultancy cannot be measured yet but early signs show all key KPIs moving in the right direction.


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