Pioneering in central European markets: Lessons from top FFCG brands

Michael J. Baker and Sven Becker

This study discusses the advantages and dangers of pioneering FMCG brands in new geographical markets, a subject so far neglected in the existing literature.

Pioneering in Central European Markets: Lessons From Top FFCG Brands

Sven H. Becker and Michael J. Baker University of Strathclyde, United Kingdom

1. INTRODUCTION

Manufacturers of branded fast moving consumer goods (FMCG) have been following growth strategies for a long time now, particularly through different forms of expansion and penetration strategies.

As long ago as 1957 Ansoff developed a product/market expansion grid which provides a framework for the most common strategies. Over time this matrix has been used as a 'common route' for expansion through policies of: 1. Market penetration, 2. Market development, 3. Product development...

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