City Mart: Creating an Ecosystem and Corporate Synergies in The Myanmar Market; A Blueprint For Expanding in Frontier Economies

Zerrillo, P C and Wong, A (2018) City Mart: Creating an Ecosystem and Corporate Synergies in The Myanmar Market; A Blueprint For Expanding in Frontier Economies. [Teaching Resource]

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It is February 2017, and Ronald Lee is project director of City Properties, a sister company of Myanmar-based City Mart Holdings Limited (CMHL). CMHL runs the City Mart supermarket chain. To support the supermarket business, CMHL had grown into a large diversified family empire in the retail, import, distribution, logistics, property and supermarket landscape. In 1996, when City Mart, a local family-run enterprise, began operations, supermarkets were virtually unheard of in Myanmar. A relatively poor developing country in Asia, it had a very undeveloped free market economy, and almost no modern trade. The business had to be built from scratch, against a backdrop of a paltry logistics network, rolling blackouts, inadequate property infrastructure and many international brands being barred from entering the Myanmar market due to international sanctions. But retailing is a downstream business that depends on many upstream suppliers, decisions and processes. Unfortunately, as Myanmar began moving to more open markets not all of these supporting firms and processes were in place, providing the nascent retailer with many operational challenges that often turned into new opportunities. Over the years, the company developed numerous businesses organically as the challenges arose. CMHL became the first modern supermarket in Myanmar, comprising supermarkets, hypermarkets, convenience stores, bakeries and pharmacies. At the time of this case, Lee was planning his next move ahead of multinationals who would surely be looking at entering the market in the future.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
Zerrillo, P C
Item Type: Teaching Resource
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Business models, Emerging markets, Supply chain,
Subjects: Business Innovation
Depositing User: Ilayaraja M
Date Deposited: 16 Jul 2019 19:55
Last Modified: 16 Jul 2019 19:55
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