Exploring the Future of the Beverage Industry



A leading multinational company in the beverage industry was developing a strategy for the coming five years. We helped our client identify the emerging trends and opportunities within their industry and conducted in-depth market analysis.



The client was a multi-million pound business that had been operating in the beverage industry for more than one hundred years. As some of their competitors - some much younger than themselves - were experiencing faster growth and occupying a greater market share, there was a clear need for a revitalised investment strategy. They required a fresh perspective on the global beverage industry to identify the rising opportunities.



Our consultants conducted comprehensive global market analysis, collecting and processing data from across eighty countries and presented an in-depth analysis of the emerging trends to the client. The team also examined the main players in each market segment and the impact of the latest technological changes with reference to the beverage industry. In addition, our team studied the likelihood of consolidation in this industry for the next 10 years; investigating major suppliers, customers and competitors.

A team of six consultants worked on the project for nine weeks and presented their findings to the company’s Chief Executive Officer when visiting their office in the East of England. Eventually, the FSC team provided a final report, which presented our findings and recommendations in over four hundred pages, to help our client achieve a strategic advantage.

The project was completed ahead of the client’s annual board meeting in the United States. The CEO reported that they used our findings and suggestions extensively whilst developing their overarching strategy. Consequently, the client commissioned an additional follow-up project with us.

In this second project we were asked to explore lucrative investment opportunities in six emerging economies – China, India, Nigeria, Indonesia, Philippines and Brazil. We created a new consulting team and investigated consumer demand, market sizes, trends, entry barriers and competitor branding patterns to discuss the risks and opportunities in these markets. The team focused on eight segments (such as sports & energy drinks, juices, tea) in particular and worked closely with the client to improve the methodology.

To thoroughly dissect the investment opportunities in the target countries, our consultants used more than fifty indicators, such as market concentration rates, sales volumes, per capita consumption, in their analysis. Over 1,400 raw data inputs were gathered and we developed a highly comprehensive index, which allowed us to calculate the attractiveness scores of the markets we investigated with consistency and precision.

We met the client at the end of the project to present the outcome of our quantitative analysis. Our team also delivered six individual country reports to provide further information on business culture, consumer preferences, growth drivers, relevant regulations, political environment and innovation in these target countries.

Our deliverables were examined by a team of business analysts working at this corporation and their Director of Sales and Purchasing confirmed that “First Step Consulting managed to gather some very useful intelligence that they will look to use to develop their strategies in overseas markets”. We are still in contact with the client and are likely to start more projects in the near future.





“I am impressed with the quality and robustness of the report provided and have read every word with great interest. The findings have sparked questions which I have posed to my commercial leaders within our business. I would like to congratulate First Step Consulting again for their excellent work.”

— Chief Executive Officer, Multinational Corporation

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