Product Category Development Strategy in a Hypermarket (Consulting Project for "Lenta")

This thesis examines the bakery products in the category of own-produced goods sold by Lenta in hypermarkets. The aim of this thesis is to provide strategic recommendations that will help Lenta to remain competitive in the hypermarket industry. The paper provides a comprehensive analysis of the overall market, consumer behaviour, product mix, competitors, consumer needs and a comparison of the companies' marketing. The main analytical tools used were TAM/SAM/SOM market size analysis, product range depth and worth analysis, ABC analysis, and FMR analysis, heat risk map. We used Lenta data as well as data from our survey. As a result, we have formulated the main strategic actions to realise the company's goal of becoming the No.1 place to buy bread and bakery products of own production. The theoretical contribution relates to the areas of category management and marketing.