Authors:
Shreya Nair, Adam Kang
MIT Supply Chain Management Program (SCM)
Summary:
The objective of this capstone is to analyze how factors such as innovation presence, pricing, retail environment mix, size-tier mix, macroeconomic indicators, and evolving lifestyle trends causally influence category-level market share, and to develop a predictive model to forecast future outcomes. In doing so, the project seeks to explain the drivers of market share changes rather than simply describe historical patterns. This model will help decision-makers test different business scenarios and make more informed, forward-looking choices about where to invest.
Leave a Reply