A large Georgian meat product company was facing significant challenges in terms of market acceptance of its products. TBSC was hired to do a comprehensive study to diagnose the root-causes of the commercial underperformance and come up with the market penetration and expansion strategy. For this work, TBSC used significant internal and external resources (including conducting a comprehensive consumer survey of two category) to access all areas, in which potential root-causes could be found. First, we assessed symptoms, then we assessed the areas of potential root-causes one by one (including: physical product, distribution and merchanting, advertising spending, soft characteristics of the brand). We also benchmarked the company and its brands with its competitors, in all of those aspects to come up with the most critical areas to be solved or improved. The outcome was the detailed strategy and action plan for improvements.