International expansion and market entryCommercial Consulting
Zenith Global undertook a market assessment and opportunity identification for a carbonated soft drinks manufacturer looking to enter new markets.
An in-depth review of beverage categories was completed in three markets. For each market and category, Zenith Global completed analysis of the current market dynamics including key competitors, a review of route-to-market, brand positioning, marketing activities and analysis of target consumers.
Zenith Global identified the opportunities within soft drinks in each market and challenged the barriers to entry to recommend the optimum entry plan. A description of the value chain and an evaluation of different distribution scenarios was included, alongside a value proposition for the new business highlighting products, sizes, formats and price points.
Based on our recommendation, the client entered into two of the suggested markets and has since established itself as one of the top three beverage suppliers within these geographic markets.