Experience

Cases

News

Develop a segment growth strategy

Goal

  • To create a strategy of retail network development

Our approach

  • Compared the experiences of international oil companies
  • Analyzed the market in Russia and identified the strategic alternatives:
    • Assessed the retail market in Russia and its dynamics
    • Assessed the segments where demand will originate
    • Assessed the existing facilities and organization of the retail business
    • To develop the optimal strategy and financial forecasts
  • Identified a marketing strategy for the retail business (develop a methodology to predict market changes, identify the unique selling proposition of the firm, and deliver an original design for the fuel stations)
  • To develop an operational strategy for the retail business:
    • To design a program of the network development
    • To establish a common set of network KPIs, as well as KPIs for individual fuel stations, along with a monitoring system
    • To describe the retail organization, key business processes, job responsibilities and high-level information system architecture
    • Updating the financial plan

Results

  • Analyzed options in the market for the retail business
  • Defined the marketing and operational strategy for the retail business
  • A pilot project to implement the strategy was developed

 

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