FTSE 100 multinational · Global growth strategy · Eight weeks
A city-by-city growth strategy for a FTSE 100 consumer goods company.
A growth ambition depended on newly affluent consumers in cities that country-level data could not see.
1,260 indicators tested
Eight weeks to answer
General-manager conference
Corporate strategy
C-suite
Consumer & retail
The challenge
Doubling group revenue meant growth from developing markets, but two-thirds of projected growth sat in a few hundred cities. Syndicated providers had little city-level coverage and the board question was due at a global general-manager conference eight weeks from kick-off.
The work
The model measured relevant demand rather than headline GDP. Income distributions isolated consumers crossing the threshold into branded consumption; where category data stopped, airline seats, internet performance and other proxies rebuilt demand city by city.
The result
A demand map covering 6,400 metropolitan areas was adopted to steer sales and marketing allocation. Cities in deprioritised countries - including Manila, Lima and Monterrey - outranked whole markets on the former list.
One of twelve case studies in the record. The full set - corporate strategy, transactions and capital commitments - sits in the case studies index.
Engagements were won and led by Elliot Ronald and delivered by teams under his direction at Lion Strategy or its predecessor firm, Hambalt. Client confidentiality is absolute; cases are anonymised except where the work is already on the public record.