Meanwhile, what we call the great fragmentation is manifested in consumer behavior and market response.In both developed and emerging markets, there is a wider variety among consumers now than at any time in the recent past.Manufacturers of consumer packaged goods (CPG) face two key challenges in 2015.
In response, companies must dramatically shift the route they take to reach consumers in terms of both product distribution and communications.
Those advocating a more geographically restricted, regional strategy say that the world is, at best, semi-integrated, and that smart companies can capitalize on regional and country differences.
The reality is that neither approach is appropriate for every circumstance.
Together, these two myths add up to a consolidation mentality that has dominated business strategy in this industry.
CPG leaders have assumed that their job was either to make their company as large as possible or to position it for eventual sale to a giant conglomerate.