Salfarm Strategy

Situation

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 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