No FMCG enterprise fails for lack of information. You have demand history, live inventory, offtake, trade spend, margin at every level, cash across the whole network. The systems that hold it are capable and expensive. Then, at the decisive moment, every one of them does the same thing. It produces a number, and it hands the decision to a person. That is where the intelligence ends and the guessing begins.
Everything that actually matters happens after that handover, and not one system holds any of it. Whether the call was right. What it cost. Why it was made at all. That reasoning lives in the head of whoever was in the room, and it is never written down anywhere the company can keep it. So a business running on two points of margin is run on the single most expensive input there is: a gut feeling, applied to a truth that arrived too late to change anything.
And it compounds, twice. Because no system ever scores the call against what happened, the same misjudgement returns same regions, same lines, every season, forever, because nothing in the building is capable of learning. And because the reasoning was never institutional, it leaves with the person. You do not lose an employee. You lose years of judgement in an afternoon, and you start again from zero. This is not a software gap. It is the way the entire industry has always run, and everyone has simply agreed to call it normal.