14 April 2014
In an environment of unprecedented risk, CPG companies are increasingy seeking consulting services that combine elements of strategic planning, market assessment and scenario planning, according to Tony Ward, head of the hard lines practice at Kurt Salmon. "Channel conflict is the number-one issue that many CPG companies faces right now," Ward was quoted as telling Consulting magazine. When it comes to scenario planning, the goal is to figure out the potential impact on a manufacturer's largest traditional channels if they develop a direct-to-consumer capability. Said Ward, "We're looking at how much business would be lost by creating this enormous channel conflict by going direct."