Case Studies
Growth Strategy
Choosing four markets instead of fourteen.
A premium consumer brand had entered fourteen markets in five years. Only three were profitable, and the international team was defending every one of them.
- Service
- Growth Strategy
- Sector
- Consumer
- Engagement
- 10 weeks
The Problem
What stood in the way.
- Entry decisions were opportunistic, driven by inbound distributor interest rather than demand.
- Marketing spend was spread too thin to build brand recall in any single market.
- No market-level P&L existed, so loss-making geographies persisted unchallenged.
Our Approach
How we worked.
- 01
Built market-level contribution economics including true cost to serve and brand investment.
- 02
Sized addressable premium demand and channel access market by market.
- 03
Designed a staged exit and reinvestment sequence that protected distributor relationships.
Outcomes
What the work produced.
- 4
- priority markets
- +31%
- contribution margin
- 10 markets
- wound down or licensed
Concentrating spend behind four markets restored contribution margin within three quarters and gave the brand its first defensible position outside the home market.
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