Situation/ Challenge
A newly created business unit at one of the Fortune 100 food and beverage companies needed to develop a strategic document outlining the ambition for the Latin American region and the recommended roadmap to build the capabilities from scratch. After significant acquisitions completed in Asia and Europe, the company had less resources/ appetite for additional acquisitions in the space, thus the growth agenda would probably needed to rely in partnerships (JVs, co-packers, etc.) and organic product development.
Approach
The MK element facilitated work-sessions with BU directors to gain alignment on the opportunity, clarify misconceptions and develop the outline of the document to be shared with head of the BU. Market prioritization and route-to-market analyses were developed to identify potential regional partners and qualified co-packers to manufacture the key products in the innovation pipeline.
A presentation document with support materials was developed and aligned with BU leadership.
Results
Latin American strategy for the BU was clearly understood and approved by HQ (brought clarity to even Global and European strategy/ initiatives). In addition, The MK element leveraged relationships in the region to facilitate the introduction and then creation of a significant JV to enter the Brazilian market.
