POST-MERGER GO-TO-MARKET ANALYSIS

SITUATION

Two major beverage companies merged to create a dominant player in the beverage industry, combining expertise in soft drinks and alcoholic beverages to strengthen their market position.
The merger was aimed at addressing changing consumer preferences, such as the growing demand for healthier and premium options, while optimising operational efficiencies and expanding market reach.
The merger posed significant competitive challenges for existing market leaders, including the client, who needed to understand the potential synergies and risks associated with this new entity.

The client wanted to evaluate how the merger could impact their market leadership, including identifying competitive advantages the new entity could leverage.
Key goals included analyzing the synergies, operational changes, and market strategies the new entity might implement, as well as defining areas where the client needed to adapt.
The project also aimed to assess the broader implications for the industry, including possible responses from competitors and potential shifts in consumer and retailer dynamics.

Developed detailed hypotheses on the potential strengths and weaknesses of the merged entity, focusing on commercial opportunities, portfolio synergies, distribution efficiencies, and cost optimization.
Conducted in-depth interviews with 10 industry experts, including retailer buyers, former executives from leading beverage companies, and supply chain specialists, to validate and refine these hypotheses.
Regularly engaged with the client to align on findings, confirm hypotheses, and dive deeper into emerging areas of interest, ensuring the analysis addressed their most critical concerns.

Delivered a comprehensive analysis of the new entity’s synergies, highlighting opportunities such as bundled deals, improved distribution logistics, and a stronger product portfolio aligned with evolving consumer preferences.
Identified the key competitive advantages the new entity could leverage, such as its ability to streamline operations, enhance customer relationships, and offer a “one-stop-shop” solution for beverages.
Developed a clear timeline for the implementation of identified synergies, emphasising potential integration challenges such as supply chain alignment and salesforce restructuring.
Assessed the broader market implications, including the likelihood of industry consolidation, competitors’ focus on innovation, and potential shifts in retail dynamics driven by the new entity’s capabilities.
Equipped the client with actionable strategies to safeguard their market position, including recommendations on countering the new entity’s strengths, building on their own competitive advantages, and preparing for market shifts.