The Challenge:
A Fortune 100 business needed to assess its marketing capabilities across their Latin American operations, and turned to Market Edge for assistance. Marketing experience and capability varied across each of the 15 countries. In order to drive consistency and excellence, the regional marketing director needed to understand the strengths and weaknesses of each country and how to deliver best practice.

The Approach:
Market Edge collated and reviewed marketing processes and planning documents for each country in the region. In-depth face-to-face interviews were conducted with functional managers to assess local marketing practice. The assessment process evaluated skills, processes and culture in a holistic review of marketing capability.

The Outcome:
Detailed written reports and visual summaries enabled regional management to identify strengths and weaknesses. Capability gaps in each country were prioritized and fed into short and long-term development plans. Best practices and Market Edge external benchmarks were shared with each country to close the gaps in the priority areas.