VCW 4 Geronimo Martins Distribuição: HoReCa Growth Strategy
Identifying the best strategy for Geronimo Martins Distribuição to grow in the HoReCa channel.
Which is the best strategy to grow in the HoReCa channel?
This project addresses the challenge of identifying the best strategy for Geronimo Martins Distribuição to grow in the HoReCa (Hotel, Restaurant, and Café) channel, utilizing the Value Creation Wheel (VCW) framework.
Overview:
Geronimo Martins Distribuição, a distribution company, aimed to develop a growth strategy for the HoReCa channel. The team employed the VCW framework to identify and prioritize potential solutions, focusing on creating a dedicated food service team, optimizing the product portfolio, enhancing the route to market, and targeting shopping centers. The process involved extensive research, stakeholder engagement, and iterative refinement.
Application and Process:
The process began with a diagnostic phase, analyzing the HoReCa market, Geronimo Martins Distribuição's position, and competitive landscape. The creation phase involved generating potential solutions and filters through interviews, questionnaires, workshops, and market analysis. The POCR method was used to validate and refine these solutions and filters. The ground phase involved applying the value creation funnel to prioritize the most promising strategies. The operate phase involved presenting the final solutions to the board of directors, who then decided to implement all of them.
Key Takeaways:
Dedicated Food Service Team: Creating a specialized team focused on the HoReCa channel enhances customer relationships and market penetration.
Optimized Product Portfolio: Developing a product line with current brands, adding new categories (e.g., healthy foods), and sourcing brands with suitable formats expands market reach.
Enhanced Route to Market: Establishing strategic partnerships with other brands and distributors improves market coverage.
Targeting Shopping Centers: Focusing on centralized chains within shopping centers provides access to a concentrated customer base.
VCW as a Strategic Tool: The VCW framework facilitates decision-making, promotes stakeholder engagement, and fosters innovation.
Conclusion:
The VCW framework effectively guided Geronimo Martins Distribuição in developing a comprehensive growth strategy for the HoReCa channel, demonstrating the methodology's effectiveness in addressing complex business challenges and driving strategic initiatives.