Miguel Afán de Ribera
Commercial Strategy Advisor specialized in Hospitality
As a Partner of Simon-Kucher, I help international restaurant and hotel brands grow their profits by improving their commercial strategy.
Commercial strategy can be enhanced through a variety of levers, including pricing, assortment, promotions, and distribution. I support my clients end-to-end, from pure strategy to execution, and from governance to processes and tools. Our typical approach starts with a rapid commercial audit that leads to a transformation plan. Once the vision is clear, we support our clients’ teams along the entire implementation journey.
Published in
"When demand softens, most companies lower prices. That’s the fastest way to lose volume and margin. Lower demand and higher price sensitivity are not the same thing.
Not knowing the difference is expensive"
Unique positioning as Dual specialist
I lead the Hospitality practice at Simon-Kucher, which specializes in improving commercial strategy. This dual specialization is unique in the consulting market. Such positioning, at a global scale, brings together the world’s most comprehensive commercial expertise in hospitality. We support both international and local hotel and restaurant brands – from Beijing to New York, from Riyadh to São Paulo, from Mexico City to Madrid.
How we help companies drive commercial growth:
Articulation
We excel at rapidly identifying commercial opportunities. We start by assessing commercial capabilities, benchmarking performance, and identifying quick wins. This phase ends with a transformation plan with initiatives prioritized by business impact, readiness, and time-to-market.
Activation
We know how to walk-the-talk. We blend our teams with our clients’ teams in the day-to-day of the business. We support governance, decision-making, and progress tracking. We implement initiatives leveraging Simon-Kucher’s ongoing commercial intelligence to identify new opportunities early.
Acceleration
We know that lasting impact comes from smart routines and progressive sophistication. We help our clients progressively build their own capabilities. The focus is on evolving pricing, promotion, assortment and distribution capabilities, driving long-term growth through best-in-class routines.
"Pulling the grass doesn’t make it grow any faster."
We know how to execute.
Slides may look good, but they don’t move the needle. In my experience, most commercial initiatives look right on paper, but they fail. They are either too theoretical or too complex for the company to absorb.
We believe in execution-proof strategy, not strategies that hope to be executed.
My book
"TRUE PROFIT!"
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