Choosing where—and how—to expand into Tier-2 and Tier-3 cities
The business wanted to grow beyond metros but lacked a fact base to decide which markets to enter first.
Illustrative example- A multi-state pharmacy retail chain
- Client
- Pharma retail
- Industry
- Market & GTM Strategy
- Solution
- 12 weeks
- Duration
Results
- Time to store break-even
- −35%
- Priority markets identified
- 28
- Expansion waves planned
- 2
The challenge
Expansion had previously been driven by real-estate availability. Several new stores underperformed, and leadership needed a repeatable way to prioritise markets and formats.
Our approach
How we applied the GROW Framework — from data to decisions and measurable growth.
Assessed 120+ towns on demand, competition, demographics, health-spend and store-economics data.
Identified clusters of under-served towns where a smaller store format could reach break-even faster.
Prioritised a phased entry plan, store format and local marketing playbook for the first two waves.
Defined launch KPIs and a feedback loop to refine the model with every new store.
More for enterprise businesses