OPERATING MODEL DESIGN - HOUSEHOLD GOODS

CMI OPERATING MODEL DESIGN

SITUATION

  • A leading FMCG company aimed to benchmark its CMI function against industry best practices to evaluate competitiveness and adaptability.

  • Focus included assessing organizational structure, processes, tools, and the integration of AI capabilities amidst rapid digital transformation.

  • The company sought to reposition CMI as a strategic partner rather than a service provider, while exploring potential cost efficiencies and structural optimisations.

PROJECT OBJECTIVE

  • Benchmark the CMI function against best practices in the FMCG industry.

  • Identify areas of strength and improvement in organizational structure, team size and profiles, and integration of CMI in business decisions.

  • Provide actionable recommendations to enhance the strategic positioning of CMI.

  • Explore cost efficiencies and propose structural changes to optimize team performance and alignment.

WHAT WAS DONE

  • Conducted 12 expert interviews with senior FMCG professionals to gather insights on CMI structures, tools, and practices.

  • Benchmarked the client’s CMI function against centralized, decentralized, and matrix organizational models to identify the most effective structure.

  • Analyzed metrics such as team size, budget control, autonomy, and cross-functional integration to highlight improvement areas.

  • Explored the role of AI and advanced analytics for knowledge management and consumer insights, benchmarking against industry leaders.

  • Evaluated the effectiveness of current tools and processes, including AI-driven segmentation, research methodologies, and partnerships with external providers.

RESULTS DELIVERED

  • Delivered a benchmark report identifying key gaps and opportunities in the client’s CMI structure.

  • Recommended strategies to strengthen CMI’s role as a strategic partner by enhancing integration with marketing, R&D, and innovation teams.

  • Provided a roadmap for cost optimization, balancing strategic onshore roles with offshore operational support.

  • Proposed methodologies, tools and strategic metrics for CMI to effectively contribute to critical business decisions, focusing on product development, go-to-market strategies, brand health, and marketing campaigns, ensuring consistency and enhanced decision-making.

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