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Makro. The omnichannel strategy in acction

24/11/2023
Marisa Martínez Jiménez| Julio Audicana Arcas
Makro Spain (a subsidiary of the Metro group in this country) is a distribution company focused on servicing the Horeca channel (hotels, restaurants, cafes). After years of stable albeit meager growth and after overcoming a pandemic that forced the company’s customers to remain out of business, the company has an ambitious strategy for 2022: doubling turnover and reaching 3 billion EUR by the end of the decade. MAKRO has discovered that omnichannel customers have an annual turnover 13 times that of the average single-channel customer. The challenge is to increase the share. And to do so, the company must undertake an overhaul, which involves improving sales-operations-purchasing integration and changing the relationship with suppliers.

Topics

Food and Beverage Provider Supply chain management Change Management Ominchannel Food and beverage industry Providers Retail industry

Areas

Production, Technology and Operations Management

Language

Inglés

Type

Caso

Pages

17

Code

PI-237-E

Resources

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