“Is this the right time to enter this market?” This is one of the key questions executives ask when making decisions about their companies’ portfolios of product categories. Businesses that operate in emerging economies, particularly fast-moving consumer goods (FMCG) companies, struggle to answer some of those questions because they deal with diverse markets. If those companies were able to anticipate the changes in consumption and determine market readiness more accurately — if there were a more dynamic, evidence-based analysis of how local markets were likely to evolve — they would then have the ability to better time and prioritize portfolio investments. They would adjust strategies, leverage opportunities, obtain essential business advantage over competitors, and achieve growth. Companies would have the decision-making process support needed to enable executives to answer, “Yes, this is the right time.”
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