SCM Concepts
1Chain Surplus
The objective of every supply chain is to maximise total value generated — the gap between what customers value the product at and what it costs the chain to deliver it.
Surplus = Customer Value − SC Cost
2Macro Processes
All SC activities belong to one of three macro processes. ВкусВилл's edge comes from tight SRM–ISCM–CRM alignment.
SRM — Supplier
ISCM — Internal
CRM — Customer
3Decision Phases
Design constrains planning, which constrains daily operation. Each phase must account for uncertainty over its own time horizon.
Strategy · years
Planning · quarters
Operation · daily
4Push / Pull
Procurement and manufacturing are forecast-driven (push). ВкусВилл's app ordering, dark-store picking, and last-mile delivery are demand-driven (pull).
Push · speculative
Pull · reactive
Section 02
Competitive Advantage Analysis
Strategic Framework
Porter's Framework · §1.7
Two Basic Types of Competitive Advantage
Type I
Cost Advantage
A company utilises its skilled workforce, inexpensive raw materials, controlled costs, and efficient operations to deliver maximum value at the lowest achievable cost to the end consumer.
Type II
Differentiation Advantage
A company's product or service offers a valuable, unique proposition across product, service, people, image, quality, or innovation dimensions — allowing it to command a premium or earn exceptional loyalty.
ВкусВилл primarily pursues differentiation advantage
Building Blocks · §1.7
Four Pillars of Competitive Advantage
Efficiency
Producing goods and services at minimum cost relative to rivals — maximising output per unit of input across the entire chain.
→ Private-label removes retail markup layer
Quality
Consistently delivering products that meet or exceed expectations, reducing defects and returns while building enduring trust.
→ "No nasty ingredients" brand promise
Innovation
Developing new products, processes, or business models that create entirely new value propositions and disrupt incumbents.
→ Dark stores, app-native loyalty ecosystem
Customer Responsiveness
Satisfying customer needs faster and more precisely than rivals — through speed, customisation, and excellent service recovery.
→ Real-time feedback loop to suppliers
Sustainability Criteria · §1.7
VRIN Assessment — ВкусВилл's Competitive Position
V
Valuable
Clean-label private products meet genuine consumer demand
88%
R
Rare
Farm-direct + private-label + digital loyalty is an uncommon combination
76%
I
Inimitable
Supplier relationships and brand trust take many years to accumulate
71%
N
Non-substitutable
Combination of attributes is genuinely hard to fully replicate or replace
67%
Sources · §1.7
Sources of Competitive Advantage
Innovations
New formats, products, and digital services continuously extend the brand's lead over rivals.
Core for ВкусВиллCustomer Loyalty
App-based loyalty programme locks in repeat purchase behaviour and generates rich first-party data.
Core for ВкусВиллBrand Value
Strong "honest food" positioning creates a premium-adjacent perception in health-conscious segments.
Core for ВкусВиллSustainable Partnerships
Long-term farm supplier relationships ensure consistent quality and reliable cold-chain supply.
Core for ВкусВиллTalent Attraction
Attracting and retaining the most valuable employees in product development, logistics, and tech.
Geographic Expansion
Expanding the store and dark-store network to capture untapped urban and suburban markets.
Local Community
Supporting local producers and community initiatives builds grassroots goodwill and brand trust.
Trade Union Relations
Positive labour relations contribute to operational stability and protect the public reputation.
Durability · §1.7
Factors Affecting Longevity of Competitive Advantage
01
Barriers to Imitation
Proprietary recipes, deep supplier contracts, accumulated brand trust, and a mature digital loyalty platform collectively raise the cost of imitation for potential rivals.
02
Capability of Competitors
The strategic focus, resources, and speed of current and emerging competitors determines how quickly an existing advantage can be matched or eroded in the marketplace.
03
Industry Dynamism
Russian food retail is moderately dynamic, giving ВкусВилл a meaningful window to compound its structural advantages before broader market imitation takes hold.