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Egypt Route-to-Market Model to Service Small Groceries


A Consumer packaged goods company with an operation in Egypt wanted to improve its service to small groceries in lower-income neighbourhoods of Cairo. The company worked primarily through a wholesaler system but was searching for cost-effective distribution options. Faced with strong competition —they were struggling to increase sales and outlet coverage in small groceries.


The Supply Chain Lab approach:

The Supply Chain Lab (TSCL) ran a Route-to-Market and benchmarking assessment of competitors companies in Cairo. TSCL presented the client with the findings, including distribution options to service small groceries. The final day of the project focused on a workshop, and the team discussed the launch of a project pilot to test assumptions. 



The company moved forward with the pilot and retained TSCL's services for the roll-out. TSCL provided ongoing support during the four (4) month pilot project. Local staff received on-the-job training — enabling them to scale the model to other areas of Cairo.  

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