Business Development

Market Landscape

Retailers prioritize a cost-efficient supplier structure, favoring reliable and innovative partners with broad and attractive product portfolios. At the same time, market innovations are emerging at an accelerating pace—both from new entrants and established manufacturers. The goal is always to offer a comprehensive product range across multiple categories.

This dynamic puts pressure on many manufacturers to constantly expand their product lines. As a result, they often lose focus on their core business, compromising both cost efficiency and expertise. Conversely, companies that resist this trend risk losing valuable market share.

Solution

A strategic approach is essential to navigate these challenges successfully. Manufacturers must leverage their strengths to maximize market potential. A platform-based approach can facilitate the introduction of new categories while ensuring agility in response to market changes. The key is to design scalable innovation platforms that enable expansion into new markets and segments with minimal adjustments—without compromising operational efficiency or brand identity.