Retail development and marketing strategies


Case studies referred to this practice:

The marketing strategy of the independent retailer

The project was completed on the basis of special methods of development of marketing strategies for retailers - Business OnTrack for Retail. The application of this approach allowed us not only to obtain practical results in the short term, but also the knowledge and skills in the team GC "LAMA" for further independent use. One of the key objectives of the project was to segment the retail customers and positioning the format.Segmentation was performed by analyzing customer behavior, enabling a deeper understanding of target customers and has allowed ....

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Development of marketing concepts for new formats


Increased competition and pricing pressures necessitated the development of the existing portfolio format stores and find innovative solutions in new formats. During the project the following tasks have been solved: analysis of key competencies and the portfolio of existing formats; identified core competencies and formed a strategy of development and competition; performed the segmentation of buyers and generated suggestions for a new and promising formats.

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Development of marketing strategies and sales channels

Due to changes in market conditions in 2008 (falling sales for the industry amounted to more than 40%) and a new strategy for the development of the brand UMBRO was necessary to review the strategy for sales and distribution, and search for promisingniches and sales channels. Key results of the project identified two target markets andthe most promising segments, allowing to keep the leading position and increase sales volumes, determined the structure of a new more effective sales and distribution channels, significantly reducing the share of its own retail network.

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