Category Prioritisation
Framework 02
What this framework answers?
Purpose
A structured decision tool that determines which product categories to lead with, sequence and hold back as you enter and expand across Asian and Middle Eastern markets.
Who should use it
Commercial Managers, Category Managers, Export Managers and International Expansion Teams responsible for selecting the optimal launch portfolio in new markets.
Time required
A ~5-page step-by-step working guide, designed to be completed for each priority market in approximately 45–90 minutes, depending on data availability.
Deliverable
A ranked Category Priority Matrix for each target market, identifying the optimal lead category, secondary launch opportunities and recommended rollout sequence.
Related frameworks
Market Prioritisation
Framework 01
Identify which Asian and Middle Eastern markets offer the strongest opportunity for your brand’s stage, portfolio and commercial objectives.
Portfolio Selection
Framework 02
Decide which products within your lead categories to bring into each Asian and Middle Eastern market, and which to hold back.