Grocery Bazaar GB Retail Growth Strategies

• Nigeria
• Marketing, Market Positioning, Nigeria, Industry, Market Segmentation, Communications, Research

Case Study Summary

Sam entered his office on a Tuesday morning, a bundle of energy in his characteristicshort pants and Grocery Bazaar GB-branded T-shirt. He had to get ready for ameeting with potential investors. GB, which he founded in Akesan, Lagos, in 2010,had just opened a second outlet the previous year 2013 in Ejigbo. The growth targetwas to add 28 more stores in Lagos over the next five years with projected revenue ofNGN 30 billion at the end of year 5. Although the opening of a second outletexpanded transaction volumes and boosted profit level, GBs growth was not fastenough and margins were dropping.

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