麦肯锡-CPG 的发展方向：通过多镜头方法击败市场（英）-7页

ConsumerPackagedGoodsPracticeWheretoplayinCPG:Amulti-lensapproachtobeatthemarketMachinelearningcanhelpLatinAmericanconsumerpackagedgoodsplayersbetterunderstandconsumers,categories,competitors,andcapabilities—andincreasetheoddsofoutperformanceyearafteryear.byAnneGrimmelt,DiegoMartindelCampo,RicardoSanroman,andCarlosZuzunagaDecember2023Giventoday’schallengingeconomicenvironmentTheseinsightscanbefurtherexploredusingAIinLatinAmerica—includinginflation,shrinkingtoolsandtechniques—manyofwhicharepoweredmargins,loweconomicgrowthforecasts,andabymachinelearning(ML)3—atamoregranularreducedwillingnesstospend—manycompaniesareleveltogenerateforward-looking,actionabletemptedtodeprioritizegrowth.However,arecentnextsteps.ThisarticleshowshowpredictivetoolsMcKinseyarticleshowedthatgrowthisevenmorecanbeusedtodevelopa“growthroadmap”thatimportantintimesofeconomicuncertainty,andincludesestimatesofthefinancialupsideandthethecompaniesthatgrowduringdownturnsoftencapabilitiesneeded.Italsoprovidesexamplesoutperformtheirpeerswhentheeconomyrecovers.1ofusecasesinLatinAmerica,manyofwhichsignificantlyincreasedTSR.Ofcourse,growthisneverguaranteed.Sothequestionremains:howcancompaniesincreaseGrowthmatters—bothduringandtheiroddsofoutperformingintoday’smarket?afteradownturnMcKinseyresearchshowsthatconsumergoodscompaniesthatuseacombinati...