Retail go-to-market strategy - Oriola-KD Steps Up Growth Plans in Swedish Pharmaceutical Market

Oriola-KD Steps Up Growth Plans in Swedish Pharmaceutical Market Capgemini Consulting helps the company build a robust retail go-to-market strategy The Situation market plans and a partnership The Swedish pharmacy market was strategy. Strategic market positioning deregulated in 2009, breaking down for implementing a “best-in-class” the government operated monopoly, service positioning was developed and enabling new companies to enter and an analysis of the future the market. pharmacy market and its customers was conducted. Aimed at garnering a major share of the potential market, Oriola- The Result KD, a leading pharmaceutical Capgemini Consulting worked on company, assigned Capgemini an organizational design for the Consulting to help them build a new company’s headquarter functions, retail organization and enable the regional sales organizations and company equip itself with necessary a new role set-up in pharmacies capabilities before the deregulation to improve efficiency and cost comes into effect. The goal was to structure. During the transformation acquire a cluster of former state- program, Capgemini Consulting owned pharmacies, convert them supported format development, into a new format. The company marketing, finance and accounting, also wanted to establish new organization design and HR, sales pharmacies, both as own operations and supply chain management as and in partnership with a leading well as organization ramp-up. hyper and supermarket retailer. The Solution Capgemini Consulting worked together with Oriola-KD to form a retail strategy and business case, including alternative go-to- “ The Swedish state owned pharmacy monopoly has partly “ been sold and the market has opened up for differentiator from other The competition. Capgemini consulting firms was Capgemini’s was an important partner for us when One Team Approach.marketsome time analyzing the coming After situation and laying the strategic groundwork. in the project, we couldn’t distinguish who was frombeen consulting team This work has the crucial for us in order to acquire and make over the and who was an internal project ”” pharmacies, and find our position in the new marketmember. place. Reinhard Pichler, Cecilia Marlow,CEO Kronans CFO, Petrom Droghandel About Capgemini Capgemini, one of the world’s Capgemini Consulting is the strategy foremost providers of consulting, and transformation consulting division technology and outsourcing services, of the Capgemini Group, with a team of enables its clients to transform and over 4,000 consultants worldwide. perform through technologies. Leveraging its deep sector and business Capgemini provides its clients with expertise, Capgemini Consulting advises insights and capabilities that boost their and supports organizations in freedom to achieve superior results transforming their business, from through a unique way of working, the strategy through to execution. Working Collaborative Business ExperienceTM. side by side with its clients, Capgemini The Group relies on its global delivery Consulting crafts innovative strategies model called Rightshore®, which aims and transformation roadmaps to deliver to get the right balance of the best talent sustainable performance improvement. from multiple locations, working as one team to create and deliver the optimum More information is available at solution for clients. Present in more than www.capgemini.com/consulting 35 countries, Capgemini reported 2009 global revenues of EUR 8.4 billion and employs over 100,000 people worldwide. Capgemini Consulting Approved By: Consumer Products & Retail sector Cecilia Marlow, CEO, Kronans Droghandel Retail Transformation Sami Finne, Retail and Consumer Products sector leader, Capgemini Finland In collaboration with The company has nearly 5000 employees. For more information: www.oriola-kd.com 211210-Capgemini Consulting Oriola-KD Corporation is a leading company in Pharmaceutical Trade in Finland, Sweden, Russia and the Baltic countries. Capgemini Consulting is the strategy and transformation consulting brand of Capgemini Copyright © 2010 Capgemini. No part of this document may be modified, deleted or expanded by any process or means without prior written permission from Capgemini. Rightshore® is a trademark belonging to Capgemini.