In addition, the rise of own-label products and an increasing level of migration from food to non-food have fundamentally changed the product mix and how the consumer therefore views the varied brands. The success of George, a low-cost fashion label set up by and available only through Wal-Mart-owned stores, is a classic example. As national market share becomes more difficult to build, international expansion by the likes of Wal-Mart, Ahold, Carrefour and Tesco is increasingly turning such national retailer brands into global ones, so key challenges include managing increasingly complex supply chains, building critical volume in different countries and maintaining comparable levels of product quality and customer experience.
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