Convertir riesgos en oportunidades

Consumer markets

Turning global risk into opportunity:
key priorities for consumer company CFos
kpmg.com

kPmG InternatIonal

Foreword
kPmG International is pleased to present Turning Global Risk into Opportunity, a report based on our recent survey of 350 senior finance executives from consumer markets companies around the world. a series of in-depth interviews with select CFos was alsoconducted, to enhance the survey findings and fully explore the current state and future outlook for companies in the retail, food, drink, and consumer goods sectors. this is a time of considerable volatility and opportunity for these sectors. Globally, the 2008/09 financial crisis had a lasting affect on consumer behavior, and economic uncertainty, globalization, and new technology all continue todrive change in the way consumers spend. structural changes in the global economy are shifting economic weight from West to east and creating massive new markets for consumer goods and retail companies in emerging economies. at the same time, developed countries are growing slowly, if at all, while competition is increasing from both domestic and overseas players. to succeed in this highly dynamic,fluid environment, manufacturers and retailers must re-think their business models and be willing to adapt quickly to emerging risks and opportunities. they must strike the careful balance between global scale and local relevance, build strong relationships with stakeholders on the ground and be able to manage a wide variety of risks that can undermine their strategic aims. at kPmG, we areconstantly seeking to understand how the changing external environment is affecting the performance of food, drink and consumer goods manufacturers and retailers. our research, in which reports like this play an important role, helps us to gain valuable insight into the strategies and tactics that businesses are adopting to succeed in a complex and fast-changing world. this makes us better able to adviseour clients which, in turn, helps them to position themselves for sustainable, long-term growth. We would like to thank the executives who participated in this study and we hope the findings are useful as you address the challenges and opportunities you face. We at kPmG welcome the opportunity to discuss this study and its implications for your business in the years ahead.

Willy Kruh Global Chair,Consumer markets kPmG
© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. All rights reserved.

Contents
02 Executive summary 06 Searching for market growth 10 The lure of emerging markets 14 Evaluating and executing strategies 18Getting execution right 24 Risk management 30 Conclusion 32 About KPMG’s Global Consumer Markets practice 32 Acknowledgements

© 2012 KPMG International Cooperative (“KPMG International”), a Swiss entity. Member firms of the KPMG network of independent firms are affiliated with KPMG International. KPMG International provides no client services. All rights reserved.

2 | turning global risk intoopportunity

Executive summary
the role of the chief financial officer has never been more critical in the consumer sector. as companies navigate turbulent environments in which prospects for developed and emerging markets continue to diverge, they must make difficult, far-reaching decisions against a backdrop of considerable uncertainty and volatility. By applying the discipline and analyticalrigor of financial management to these decisions, finance leaders will be critical to ensuring that their company is on a path to sustainable long-term success.
the choices to be made present companies with challenging dilemmas. revenues for much of the industry are falling, and yet companies need to invest to keep pace with competition. Huge markets in emerging economies are opening up, but...