Over the years, Macro Group has established a strong platform on which to capitalize for future expansion. In this spirit, the company has set out the following clearly-defined growth avenues which have already been set in motion, with the ultimate objective to develop its brand equity, increase its top line and maximize its margins.
Leverage strong innovation platform for the launch of new products
Macro Group plans to leverage its existing presence in the cosmeceutical market and its business development, marketing, R&D and sales capabilities to continue rolling out new, high-margin SKUs across its fastest-growing therapeutic areas.
Offer products at attractive price points with higher margins
Macro Group’s attractive and innovative consumer-centric business model enables it to offer products at attractive price points for customers in different demographic segments of the Egyptian population. The company aims to position itself as a more affordable quality local alternative to the more expensive imported products offered by international cosmeceutical companies which have dominated the domestic markets in recent years.
Diversify portfolio by expanding into new segments
Macro Group intends to expand horizontally, penetrating new segments, such as nutraceuticals and medical devices, in order to further supplement its cosmeceuticals portfolio and extract further value from its exiting platforms by leveraging its brand equity, and sales and distribution capabilities.
Target new sales channels with a focus on Direct-to-Consumer and e-commerce initiatives
Macro Group plans to target new sales channels for growth, emphasizing Direct to Consumer (“DTC”) initiatives with an aim of cultivating greater control over its brand, engaging directly with consumers to gain valuable insight and expanding its market share.
Inorganic Expansion
Macro Group intends to monitor the Egyptian market for inorganic expansion opportunities. In this light, the Company recently acquired Genova Pharmaceutical Company, a non-operational company which holds several registrations for toll-manufactured SKUs, completed in November 2021.