Case Study Of Primo Benzina

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PRIMO BENZINA
Introduction:
In year 2006 the company named Primo Benzina started operations with its two outlets located in Stuttgart in Germany and two outlets in Basel Switzerland. The company was started as a retail chain of petrol stations with differentiation in product line with its competitors. The company was offering petrol, snacks, restaurant meals, and high-quality service in central Europe. It grew swiftly from 4 outlets and sales of 2.4 million Euros in 2006 to 24 outlets and sales of 38.1 million Euros in 2009.
However the company was growing but it was accompanied by declining profitability and a significant increase in receivables, inventories, and capital investments in new retail outlets. The cash outflows were financed by short-term loans from Dresdner Bank and by slowing payments to trade creditors. Dresdner Bank reluctantly increased the maximum amount available to the company under its term loan to 12 million Euros from 10 million euro’s. In early 2010, Otto Schroder, Chief Executive Officer, and Annegret Heuermann, the company's Chief Financial Officer, completed a review of the company's financial situation. The company's executives were unsure whether the new credit limit would permit the company to implement its growth strategy, since the company now had a limited amount of cash available to finance additional outlays for working capital and capital expenditures.
From this case study the analyses are made on the following questions asked. The Questions that are asked are following:
• Describe the key elements of Primo Benzina’s business strategy and performance from 2006-2009, with reference to the financial statement provided. Also include financial analysis and industry/competitors comparisons. Dis...

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..., the company is either generating insufficient margin to cover the high-service level or it is unable to deliver them at an acceptable cost.
A benchmarking analysis against competitors is provided in excel. These data indicate that Primo was performing poorly against its three competitors in terms of day’s receivable and day’s inventory. The fact that day’s payable was 40 days versus 30 days for the credit terms offered by its suppliers, and much higher than for its competitors, helps explain much of the reason for complaints from the company’s suppliers about late payments. In the future, Primo might have limited access to supplier credit, and suppliers might ultimately refuse to sell to the company unless payment is made up front in cash. The data also indicate that the company was performing poorly against its competitors in every profitability metric displayed.

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