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Market strategy for a national food & beverage chain
Project Type: Marketing Strategy Project Management | Industry Type: Retail | Business Unit: Consult
Problem:
In light of declining customer well-being and a growing propensity to save, the company sought strategic initiatives to maintain its market share and ensure consistent cash flow amid threats from mass-market competitors aggressively diversifying their offerings and introducing more advanced services maintaining more affordable prices.
Action:
We conducted in-depth market research focusing on consumer behavior and opinions, global and national trends in food and retail (including private labels with proprietary recipes and production technologies), competitive analysis, logistics, and regional insights. We proposed a series of strategic initiatives across five key areas: product innovation, service innovation, logistics, online delivery, and brand differentiation—conceptualized as “The Universe of Vkusville.”
Result:
The company chose to optimize its retail network by discontinuing part of its branches and pivoting its value proposition based on our proposals. As a result, it achieved higher revenue per square foot, gained dominance in online orders within its segment, and improved its Net Promoter Score.
