The Consumer sector faces several key challenges:

- Brand image is a key asset that demonstrates companies’ commitments and values to customers. It must be carefully managed and protected. It must also address consumers’ latest expectations, such as CSR.

- Innovation is a cornerstone of competitive advantage. This is why companies focus increasingly on differentiation and reduced time to market.

- Access to consumers is another critical factor. Companies must secure their volumes, build appropriate distribution channels and adapt their products and advertising to diverse consumer expectations, ranging from premium to affordable products.

Confronted with a recurrent consolidation trend, stakeholders must often grow to remain independent. The ability to successfully conduct acquisitions and manage new entities is key.

So how can a better understanding of the business ecosystem and improved relationships with stakeholders help the service sector meet these challenges?

From raw materials producers to retailers, FMCG stakeholders have to manage a very long supply chain:

- Within the upstream supply chain, companies can secure deliveries, manage volatility and comply with strict food and safety regulations by collaborating with all suppliers. All stakeholders involved become stewards of the brand image, making it important to manage them from this perspective.

- Within the downstream supply chain, manufacturers building relevant relationships with retailers can secure access to existing consumers and support expansion. At the same time, they must ensure that the distribution network suits the brand image and positioning.

- Partnerships may also have a major impact on advertising and marketing communication, strengthening brand image through co-branding or cross-fertilization initiatives.