Hi, i have a questions regarding profitability cases.
Let's say we have a client who is selling white wine and the quantity of wine bottles has declined over the past three years. To understand the root cause of the problem, i would then look at the qualitative factors that might cause the decline (3Cs / Business Situation Framework).
When looking at the customers, would you then only look at the customer segments (size, growth, preferences) of white wine or would you "zoom out" one step to look at the different customer segments (size, growth, preferences) of wine in general (e.g., red, white, rosé) or even other alcoholic beverages?
What would make more sense and how do i decide which level to choose?
Thanks in advance!