Mercadona: adaptando el modelo de negocio en años de recesión

Throughout the last years, Mercadona has consolidated a leadership in the food distribution industry in Spain. Its business model is sustained in solid pillars: motivated employees, excellence in processes to offer the maximum quality at the minimum price, satisfied customers, satisfied society and generation of shareholder value; all with a long term mentality. From 2007, with the beginning of the recession, this model has intensified the perception of the client as the core of all its decisions and has been experiencing significant innovations that have allowed a continuing increase in market share. This case describes the main characteristics of the business model and the most relevant measures taken to face the recession. The objective is to expose a real case of a company that has been able to continue growing, including in years of recession, especially because of the cost reduction measures and other measures related to employees, processes, suppliers and shareholders.