Trade wars: Battle of success on the shelves and online. Tain G.

Industry of everyday goods has changed a lot in recent years. The “cult” manufacturing companies lost their independence and were absorbed by larger players, and the formation of modern retailers designated another change. In addition, many tools are outdated that manufacturers and Rideilers used in the 90s of the last century. In this publication, the authors give a strategic overview of the evolution of the FMCG industry and show how the balance of power has changed; consider the differences between manufacturers and retailers; Explain why and how manufacturers and rideylers use one or another strategy. The book also addresses the issues of the internationalization of the FMCG industry, pay attention to the developing markets of China, Russia, Brazil and India, virtual markets on the Internet, the rapid growth of electronic trade and the emergence of food trading portals of food products. Finally, the authors give a forecast for the future, expressing a number of assumptions about how the FMCG industry will develop in the next 5-10 years.