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Market Entry Strategies / Brand Launch Strategy

Business Strategy for Launching a Wholesale Cash and Carry Business

About the Client

A leading multi-platform media company with interests in a diversified portfolio of publishing, broadcast, digital, entertainment, community and sports verticals wanted to launch a wholesale business platform, realigning the supply chain in Maharashtra.

Project Objectives

Core objective was to recommend a launch strategy for a wholesale cash and carry business across Maharashtra, answering the following key questions:

  1. What is the current market structure including business models, players and value chain?
  2. Who should be the target consumer and what all product categories should they offer?
  3. What format should be adopted for the wholesale business?
  4. What should be the roll out plan for the above strategy and the implementation roadmap?
Deliverables
  1. Provided detailed analysis of the wholesale business in India:
    • Benchmarking with the international players across – size, format, location, target customers, categories offered, private labels’ share, sourcing/supply chain, etc.
    • Competitor mapping for both existing C&C and traditional wholesale players – business model, performance, trade terms, sourcing/supply chain, services, etc.
    • Customer Mapping – trade terms with middlemen, existing pain-points, experience & expectations with Wholesale chains, willingness to switch
    • Value Chain Mapping
  2. Formulated business strategy:
    • Target customers and their profile
    • Category offerings including brand mix
    • Store formats, locations and target cities
    • Suppliers and procurement model
    • Roll out and expansion plan
  3. Developed a business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements and working capital requirements
  4. Implementation Roadmap covering organization structure, infrastructure requirement, and pilot launch and roll-out plan

Business Strategy to Launch Multi-brand Sports Good Retail Chain

About the Client

A leading manufacturer and exporter of sports equipment, having presence in 130 countries, wanted to launch a chain of multi-brand sports goods retail outlets in India.

Project Objectives

Core objective was to develop a business strategy to launch sports goods retail stores, answering the following key strategic questions:

  1. What should be the appropriate positioning and who should be the target consumer?
  2. What should be the product and brand mix for different categories?
  3. What should be the operating model for the retail chain – owned or franchisee or mixed?
  4. What should be the location and store strategy? What should be the roll-out plan?
Deliverables
  1. Provided detailed analysis of the sports goods retail industry in India:
    • Industry Overview: current market size of sports goods industry, share of organize- unorganized, category-wise market segmentation, detailed profile of target consumer, need gaps in the market, etc.
    • Competitor Mapping & Benchmarking: Intensity of competition from organized and unorganized sector, profile of major international players in this segment, etc.
    • Consumer Research: needs & expectation of consumers, frequency of purchase, reasons for buying, average yearly spend, etc.
  2. Formulated business strategy:
    • Overall positioning and target consumers
    • Proposed retail format/s- size, merchandise & brand mix
    • Channel strategy
    • Roll out and expansion plan
  3. Proposed branding and promotion strategy for the stores
  4. Developed a 5 year business and financial plan as per the suggested strategy highlighting revenues, operating expenses, investment requirements and working capital requirements.
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