Situation
Our client, the UK arm of a European fresh produce business, asked for our support in defining their future strategic direction, based on their right-to-win from both a category and value chain perspective in the UK market. We conducted a three-phase project over the course of 12-weeks
What We Did
In Phase 1 we conducted a full Situational Assessment, assessing both the internal capabilities, strengths and weaknesses of the client’s business, alongside an analysis of the full UK Fresh Produce market across multiple channels (retail, foodservice) to identify ~10-12 attractive strategic options for prioritisation. Key activities included:
- Analysing Market Data: Analysis of Kantar panel, ONS panel and produce publication data to gauge market size, growth, supply calendar, and UK growing dependency
- Retailer Interviews: In speaking to Produce Directors and Buyers at UK major multiples, we gained a clear understanding of the criteria against which purchase decisions are made across the year, expectations on grown volume as a % of overall supply (inc. imports), where current suppliers were falling short, and perceived opportunities
- Competitor Analysis: Review of annual reports, competitor financials and interviews to understand value chain roles and profitability prospects
- Internal Interviews & Analysis: Conducted ~15 one-on-one interviews with management to gain their perspective on the company and perceived opportunities, coupled with a financial analysis of historical performance
The phase concluded with a workshop with the Executive Team to prioritise three options for deeper analysis in Phase 2, before a further workshop to choose the priority option
In the final Phase 3, we developed a market entry plan to access the opportunity in collaboration with category experts in our client’s business
Results Delivered
We developed a fleshed-out market entry plan and adapted this into a business case to be presented to the Board for funding approval. This plan detailed the specifics of the chosen proposition, the market pull, timings, envisaged returns, cost-to-achieve, and potential risks