Client Situation
A UAE-based group runs several outlets to distribute groceries through the public food distribution program. The Group wanted to rebrand their existing outlets under a new brand name and launch an international supermarket chain. The client sought Cedar’s assistance in developing a way-forward plan of action for their current outlets and a go-to-market strategy for the new brand.
Cedar’s Approach
In this program, Cedar was mandated to assist the client with a way-forward strategy for their existing outlets and new supermarket chain. Accordingly, Cedar performed the following steps:
- Gained a detailed industry overview covering macroeconomic indicators, best practices in the retail industry and a competitive overview
- Identified key growth drivers for the next 3-4 years, including target locations, customer segments, digital initiatives, process innovations, human capital development and technology initiatives
- Conducted an internal assessment of the financial performance, branding, customer segments, and product categories for the existing outlets
- Developed a way forward roadmap for the existing outlets and new supermarkets, identifying critical success factors and potential future opportunities
Outcome
The program resulted in identifying best practices across the retail industry and recommending a way forward strategy for the launch of an international chain of supermarkets with the following outcomes:
- Group-wide recommendations across procurement areas, logistics, mall management business, loyalty program, and private label business based on industry best practices for the parent company
- Go-to-market strategy addressing customer segments, the right product mix, pricing strategy, location considerations and store format recommendations
- ~13 Quick Win initiatives; ~3 mid to long-term initiatives identified for successfully implementing the international launch of the supermarket chain