Malaysian retailers unlock growth with tailored go-to-market strategies—such as hyperlocal insights, digital acceleration, and bold innovations—to delight diverse consumers.
~4%
economic growth rate
~70%
of global middle-class spending by 2030
50%+
of global GDP growth within five years
Realizing this potential requires navigating the growing complexity created by both relentless innovation and fluid market dynamics, including the rapid emergence of new channels, shifting consumer expectations, and the blurring of industry boundaries. BCG partners with companies to craft adaptive go-to-market strategies that capture opportunities, respond to disruption, and sustain growth in these fast-evolving landscapes.
BCG’s Approach to Go-to-Market Strategy for Emerging Markets
Our go-to-market strategy consulting experts empower companies to institutionalize best-in-class sales and distribution practices and embed digital tools in scalable ways to drive sustainable growth. Leveraging local expertise, diverse global teams, and the use of digital analytics and AI, we help clients overcome market challenges, reimagine go-to-market plans, and accelerate their performance. We’ve identified and work across the following key levers to unlock go-to-market transformations:
New Market Entry and Expansion
By identifying and prioritizing high-potential markets with tailored entry and partnership models, we implement targeted initiatives that help companies win in spotlight regions. Our approach places customer-centric value propositions at the core to ensure alignment with local preferences.
Sales Acceleration in Distributed Retail
Our go-to-market strategy consultants both enhance distribution efficiency by optimizing channel architecture and strengthening partner management and implement rigorous retail execution standards and digitally enabled salesforce solutions to further improve frontline performance and productivity. We activate tertiary demand creation strategies to spark consumer interest and drive sales through distribution channels.
Modern Trade Acceleration
Segmenting customer bases enables precision targeting—and unlocks smarter, more scalable trade. We develop effective practices that optimize retail partnerships and strengthen in-store execution, while enhancing revenue growth management and embedding operational excellence into modern trade practices.
E-Commerce Acceleration
Our go-to-market strategy consulting experts facilitate collaboration with digital platforms to maximize online presence, combining digital marketing, content optimization, and review management to boost customer engagement and conversion. We also guide companies in implementing effective pricing and portfolio strategies while ensuring fulfillment excellence for stronger customer satisfaction.
B2B Acceleration
Developing comprehensive segment-specific coverage models addresses diverse B2B customer needs. Our approach elevates key account management excellence to enable stronger, more profitable customer relationships, leverages ecosystem partnerships, and improves offer and sales process management to drive steady B2B growth and lasting performance gains.
Our Client Work in Go-to-Market Strategy for Emerging Markets
200%
increase in sales
We helped revamp a building materials manufacturer’s influencer program, digitized the salesforce, and strengthened its distribution channels. Within one year, our go-to-market plan garnered differential growth above 2% in key accounts and above 4% in medium accounts. New product sales increased by 200%.
$180M
incremental revenue projected
We shaped an Asia-Pacific growth strategy for a major consumer goods client, clearly defining market roles and identifying key opportunities. The strategy is projected to deliver $180 million in incremental revenue by 2027, an 11% CAGR over 10 years, and an incremental 17% total shareholder return by optimizing growth in high-potential APAC markets.
12%
growth
We developed an end-to-end go-to-market plan, including an effective coverage model, for a global confectionery company that optimized service levels and redefined the economic model for distributors in each market. Our approach unlocked 10% to 12% in growth, reduced the cost to serve by 200 basis points, and built a future-ready go-to-market strategy to drive broad portfolio growth.
15%
growth in salesperson productivity
We implemented a digitally enabled, AI-powered sales model for a major fast-moving consumer goods player in India, covering over 500,000+ outlets and reaching over 300 salespeople. The solution drove a 10% increase in retail sales, boosted assortment growth by 15%, and improved salesperson productivity by 15%, while also simplifying execution across a multi-category portfolio.
15%
differential growth
Our end-to-end go-to-market strategy framework was defined and implemented at an electrical consumer goods firm, transforming its distributor scouting, infrastructure, margin structures, sales force effectiveness, and on-the-ground implementation of digital solutions. Our approach led to differential growth above 15% in primary sales across pilot markets. Reach and outlet coverage doubled, with more than 10,000 counters reached and more than 6,000 of them activated within three months.
2x
revenue growth
Our go-to-market strategy consultants spearheaded a comprehensive three-year transformation for a leading Indian electrical goods company, driving revenue growth at nearly twice the industry average, tripling the share price, and delivering a 2.5x increase in market capitalization. The transformation institutionalized digital capabilities, strengthened distribution, established a future-ready organization with a focus on customer-centric go-to-market strategies, and positioned the company significantly ahead of its industry peers.
Our Go-to-Market Strategy Tools and Solutions for Emerging Markets
Our go-to-market consulting experts bring a rich arsenal of analytical tools, proprietary databases, and unique approaches to help our clients win in emerging markets, including the following:
Go-to-Market Accelerators
Proven toolkits and benchmarks accelerating growth in general trade, modern trade, e-commerce, and quick commerce.
Go-to-Market Accelerators
Smart Digital Solutions Suite
Rapidly customizable digital sales and distribution apps and analytical solutions for quick deployment.
Smart Digital Solutions Suite
GenAI-led Sales Accelerator
GenAI-powered tools enhancing sales productivity and effectiveness for sales leaders and frontline teams.
GenAI-led Sales Accelerator
Go-to-Market Assessment Toolkit
Over 50 use cases across 10 digital themes and industries to quickly evaluate a company’s go-to-market starting point.
Go-to-Market Assessment Toolkit
New Age Startup Partnerships
Collaboration with innovative startups that provide analytics, sales intelligence, pricing, and channel solutions.
New Age Startup Partnerships
Explore Our Insights on Go-to-Market Strategy for Emerging Markets
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