Case Study: Build­ing an In­ter­na­tion­al Ex­pan­sion Strat­e­gy with an Anony­mous Mar­ket Map

Client: French SME dairy & plant-based manufacturer (name anonymised at client request)
Market: Europe (with international expansion ambitions)

The Project

An innovative, socially responsible French SME produces a variety of dairy and plant-based products and supports multiple business models: its own brands, contract manufacturing, private-label programs, and the foodservice industry across Europe. With plans to expand internationally, the leadership team recognised a key issue: before deciding where and how to grow, they needed a clearer, evidence-based understanding of their position in the competitive landscape.

They weren’t seeking generic desk research. They required actionable intelligence: Who really matters in the market? What do these players produce? And what are the strengths of the top competitors they would face when expanding beyond their current locations?

The Challenge

International growth brings up strategic questions quickly:

* Which markets are crowded versus underserved?

* How do competitors position themselves—by format, capability, or channel focus?

* Where are the real capability gaps and opportunities for differentiation?

For a manufacturer serving both branded and B2B segments, strategic clarity is crucial. Misinterpreting the market can lead to costly mistakes: chasing the wrong positioning, underestimating competitor strengths, or investing in the wrong narrative. The client’s goal was simple: understand the market better to create the right strategy.

What Cibus Nexum Delivered

Cibus Nexum conducted a structured market study, using our established European network, diverse sources, and language skills to research efficiently and accurately. A key part of the engagement was our ability to operate independently and anonymously—giving the client market clarity without forcing early outreach or revealing strategic goals.

We organised the study in three tiers, moving from broad mapping to detailed competitive analysis:

Tier 1: Market universe (comprehensive mapping)

• Identification of all relevant players in the market landscape.

Tier 2: Market structure (geography-filtered insight)

• For the relevant players in specific geographic areas, we mapped their main product ranges.

Tier 3: Competitive edge (range-filtered deep dive)

• A capability review of the Top 10 competitors, focused on their strengths and market presence.

This tiered approach ensured the client didn’t just receive “a list.” They gained a decision-ready view of the market that could inform their strategy.

How the Client is Better Off Now

The study provided clear, practical insights that leadership could use right away:

• Visibility on the number of relevant producers in the market.
• Clarity on competitors’ capabilities and positioning.
• A stronger fact base for internal strategic discussions and future planning.

In short, the client gained valuable insights to shape the company's international expansion strategy, based on facts, not assumptions.

Why Did They Choose Cibus Nexum?

Three factors made Cibus Nexum the ideal partner for this work:

1. Independent position in the market 

   The client needed an unbiased view, free from conflicting commercial interests.

2. Ability to investigate anonymously

   They wanted credible insights without signalling their plans or creating market noise.

3. Network and research expertise to target the right companies

   The value lay not just in gathering information but in knowing where to look, what to confirm, and how to translate findings into strategy.

Lessons Learned 

This project reinforced a key principle at Cibus Nexum: integrity matters. While we conduct thorough research and market intelligence, we are not “spies,” and we do not approach manufacturers under false pretences. When we contact producers, it is always related to a real project. This protects our credibility and our clients’ reputation in the supply chain.

Want This Kind of Strategic Clarity?

If you’re planning expansion—into new markets, new channels, or new product areas—Cibus Nexum helps you reduce uncertainty with independent, actionable market intelligence. You’ll know who matters, what they do, and where you can succeed, before making expensive commitments.