Our differentiated strategy is how we manage the business for profitable growth.
We use a quadrant analysis to group our categories and geographies into a ‘growth potential and profit contribution’ matrix taking account of, for instance, a country’s GDP forecasts. By way of illustration, the strategies we need to deploy to grow in Brazil are very different to what we need to do to manage our businesses in Spain and Greece. There are four quadrants: Emerging, Growth, Manage for Value and Protect & Enhance.
We also use this quadrant analysis to match capital allocation to market opportunity.
Annually, we review quadrant composition, looking carefully at business performance and developments in the economic environment.