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O relatório da Deloitte (ver parte V) prevê, como o fazemos aqui há vários anos, a fragmentação da oferta e procura em nichos e tribos que constituirão Mongo, o Estranhistão:
"Fragmentation will occur at different rates and to varying degrees across the economy. Much of the fragmentation is likely to occur in product design and commercialization activities.Um exemplo interessante pode ser encontrado aqui "A Big Mac, Coke and side order of decline":
...
As fragmented players focus on product innovation and commercialization, what will happen to the established companies of today, and how will they capitalize on their advantages of scale or scope?"
"Have many big consumer brands peaked? I ask this question because I believe a number of the world’s biggest products appear to be in structural decline....Sugary, carbonated beverages are seen by the younger generation as unhealthy. Once such trends become established they are difficult to reverse....younger customers are visiting McDonald’s less, and going instead to rival fast-casual chains. Diners want fresher, healthier food and a more bespoke offering. And what happens in America is likely to be followed in other territories....It may be that the health issues challenging Coca-Cola and McDonald’s are specific to those market leaders. But I suspect other factors are at play too. Customers younger than 30 are more promiscuous in their brand choices and have less product loyalty. The digital revolution has brought almost total price transparency, diminishing the ability of brands to charge more. Retailers are embracing own-label to defend their margins....
In both alcoholic and soft drinks, for example, almost all the growth is coming from smaller, independent producers."
