Our Challenge

The European food manufacturing market is highly competitive. Today, success is not just about offering the lowest price; companies must also stand out through quality, sustainability, customer experience and innovation. Retailers are increasingly demanding meaningful value from their suppliers, and consumers are paying attention to how products are made. For this assignment, students are invited to explore what matters most to European retailers and develop a new strategic value proposition for Kauno Grudai. Your task is to analyse the competitive landscape, identify key customer needs and propose recommendations that will enable Kauno Grudai to maintain a competitive edge, even at a higher price point, by emphasising quality, sustainability, innovation and superior customer experience. This is an opportunity to apply your strategic thinking and creativity to a real-world business challenge.