The study "Shaping the future – Sales 2015" was conducted by Markenverband (the German Brands Association) and Roland Berger Strategy Consultants to find out trends in the fast-moving consumer goods industry.
The findings: Matrix organizations are gradually replacing functional organizations. Action is needed in key account management too, according to the survey participants: they view international lead key account management as the method of choice. In the field organization, the focus is on developing staff skills and competencies to achieve more impact at the point of sale.
Respondents also see some potential in trade marketing/category management: the key issues are knowledge of shopper behavior and consolidating commercial planning in the company.
The findings: Matrix organizations are gradually replacing functional organizations. Action is needed in key account management too, according to the survey participants: they view international lead key account management as the method of choice. In the field organization, the focus is on developing staff skills and competencies to achieve more impact at the point of sale.
Respondents also see some potential in trade marketing/category management: the key issues are knowledge of shopper behavior and consolidating commercial planning in the company.
