Recheio : growing through a declining channel

: a case on wholesale food private labels and its competitiveness

Abstract

The Portuguese wholesale food market is in a mature phase where the space to grow seems to be limited. In the end of 2008 economic and business environment were expected to deteriorate intensely making this growth even more difficult wholesale food companies. Recheio, the market leader in this sector, had been growing sustainably and regardless the situation they wanted to keep their pace. As so Mr. Antunes challenged the Marketing Director Rita Silva, to develop a strategy to boost the Traditional Retail channel sales since it was the one with the one decreasing the most. Due to its lack of capacity to compete with Modern Retail chains Mrs. Silva and her team worked to understand the gap between these two channels in order to build the necessary management tools to increase traditional retailers´ competitiveness and Recheio sales. These management tools could be as simple as more competitive prices or as complex as developing a Private Label but one thing was clear, waiting to see the exact evolution without any of these actions was not an option.

Date of Award	8 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Alexandre Gonçalves Marcos (Supervisor)