Does the Increase of Organized Retail Share, over Traditional Trade in FMCG Sector, Negatively Affect the Competition and Limit Local Manufacturers to Access Final Customer Market? The Case Study of Snacks Industry

Abstract

This study aims to identify factors that limit local manufacturers to access B2C channel customers, that is caused by Organized trade and Traditional trade market ratio changes in retailing industry. The increased pressure from Organized trade affects commercial cost structure to reach customers and position product on the retail shelf. Research deploys direct interview method from field experts to identify obstacles on the market and evaluate their quantitative affects through the desk research.