QUESTION ONE [25]

Suppose you are the manager for a medium-sized production company that specializes in producing innovative fast moving consumer products. Your company has been facing increased competition and market saturation in recent years. To address these challenges, you have decided to adopt a category strategy development approach.

Explain how you would measure the success of a category strategy approach over time. Identify at least three key performance indicators (KPIs) that would help assess the effectiveness of the strategy and explain why they are relevant. Ignore the one sent earlier