Salfarm Strategy

New Strategy used to align management & owners led to new organization and more effective customer segmentation


  • Salfarm is a leading independent distributor of Veterinary Pharmaceutics in Scandinavia
  • After selling a minority part of the company to a Private equity fund, they would like to have a new strategy and action plan as well as ensure that the new board and management is fully aligned

Imago Advisory approach

  • Imago Advisory led a strategy process, where we analyzed and understood their complicated value chain/ business model. Where to play and how to win was iteratively worked out leveraging data, expertise in Salfarm and network, and finally concluding with management and board
  • This required making a comprehensive market database across the Scandinavian countries down to drug level per distributor as well as detailed competitor analysis. This was used both for market sizing, opportunity mapping and a new segmentation model for sales
  • As a second phase, we designed a new organization structure that introduced several new key roles, clear roles and responsibilities of all key processes that could go straight into recruitment


  • Salfarm now works from a clearly articulated strategy plan aligned with their Board with an action plan to follow
  • The company has reorganized, and hired key new resources to continue their double-digit growth path
  • The go-to-market activities are fully aligned to the strategy and opportunities are prioritized according to a common segmentation model

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you agree this condition.