Lenta
Oleg has several options with respect to the future of Lenta. He can expand Lenta within St. Petersburg, expand to Moscow, hold steady with the current size of the company, or he can take Lenta into some smaller cities around St. Petersburg. Another option is to grow outside of St. Petersburg into other major cities, but avoiding the Moscow market for now.
There are several factors that need to be taken into consideration. In favor of the more conservative options is that Lenta is still a relatively young company and has internal issues that it may wish to resolve before tackling major expansion. It is presently been expanding rapidly, and using some debt for this, and that is reflected in the balance sheet. The company is already highly-leveraged and thus exposed to further volatility in the Russian market. Internally, there are issues that Lenta has with retention of personnel. The company has its own internal training, which is costly, but it still has high turnover. It is losing managers, too, which is even more alarming because some are going to work for competitors. Lenta has to look at how much it is paying people and what else it might do to retain staff. Certainly, this will only be a bigger issue if the company goes into the Moscow market. Lenta could, for example, choose to adopt a strategy not unlike what Costco uses in the United States, paying well above industry average wages and benefits as incentive to foster greater retention of talented employees.
Operationally, however, Moscow is essential the company's plans. To operate on a high-volume, low-cost platform, Lenta needs to sell high volume, and that means Moscow. Being in Moscow will allow for Lenta to build out economies of scale in all aspects of operations, including the critical purchasing. Moreover, it can charge higher prices there in order to account...
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