Publisher's Synopsis
Case For Change is about succeeding commercially with FMCG in emerging markets. With 60% of all middle class households expected to live in urban areas of rapdily growing Asian cities, this is the primary source of growth for all packaged good companies for the years to come. Case For Change serves up rich knowledge in form of a book, a college lesson or as an interactive online course. MBA students or young professionals will benefit from learning directly from experts in how to build segmented channel plans, the matching customer service model and efficient execution of in store activation. Case For Change leverages the author's long experience for multiple Global FMCG companies in over 30 emerging markets worldwide.Case For Change helps the student to develop the adequate level of commercial planning and to connect it with world-class execution. Tools and best practices are provided for each step. All steps combined constitute the commercial loop, which creates a line of sight from high-level strategic targets to detailed execution metrics. Taking the course will enable students to plan, execute and track A very detailed business case accompanies students on every step of the process and applies all tools described in the course.Case For Change takes a new and scientific approach to the various commercial disciplines, leveraging learning's from commercial veterans in companies like Nestle, Coca-Cola or Mars.
