Farrelly Mitchell was commissioned to provide a comprehensive market review and develop a strategic business plan for the client. The project included several key phases designed to analyse the client’s existing operations and deliver actionable insights and practical recommendations for market positioning and commercial improvement.
Phase 1: Financial and company analysis
This initial phase involved a thorough financial and operational review, identifying issues and areas for improvement. Through an exhaustive examination of the company’s financial health, operational efficiency, and market standing, we establish a clear picture of their overall performance and competitiveness. This analysis set the foundation for developing targeted strategies designed to bolster the client’s capabilities and expand their market presence.
Phase 2: Saudi bakery market analysis
An extensive market analysis was conducted, focusing on market drivers, consumer trends, and key competitors. This clarified complex market dynamics and was instrumental in shaping the subsequent growth and investment plan. Following this, we drafted a new marketing strategy and brand identity for the client, creating a flagship brand with a new logo, packaging design, and corporate image. This was supported by market research, focus groups, internal workshops, and test marketing and was carefully designed to resonate with consumers.
Phase 3: Operational and product improvement
Based on previous findings, we issued a number of recommendations to the client to enhance the quality of their products, including plant redesign, equipment upgrades, and staff training. These measures would ensure more consistent production of high-quality products. As part of the plant redesign, our
confectionery and bakery consultants oversaw and verified that refurbishments were compliant with new specifications and standards.
Next, we conducted a detailed review of existing sales processes, and developed a new sales and distribution framework that upgraded sales management systems, improved route planning and enhanced sales forecasting. In addition to this our team devised and implemented a sales incentive scheme that would further optimise sales operations and motivate the sales team. As part of this initiative sales managers would require the use of hand-held devices, and so we also conducted training programs to ensure staff readiness.
Phase 4: Human resources and business process enhancement
To help create a strong foundation for growth we also sought to improve hiring practices and business processes. First, the team improved the recruitment process by creating detailed job descriptions, implementing a multi-stage interview system, assisting with contract negotiations, and handling visa arrangements for international hires. Second, we focused on strengthening business processes by setting up robust financial and information management systems and generally improving business procedures.
