We are Kauno Grudai, a forward-thinking food manufacturing company that is expanding into international markets. In a context of growing global competition and rising expectations regarding sustainability, innovation and quality, standing out in Europe requires more than just competitive pricing; it requires the delivery of exceptional value to retailers and their customers. We believe that the next generation of thinkers can help us to find new, meaningful and responsible ways to compete.

The goal of this challenge is to identify ways in which Kauno Grudai can differentiate itself through quality, sustainability, customer experience and innovation rather than price. Students will analyse the competitive environment, identify the priorities of European retailers and design a strategic value proposition. Your recommendations should demonstrate how Kauno Grudai can remain competitive, justify higher prices, and strengthen its market position. By participating, you will gain hands-on experience in market research, strategic thinking and business innovation while having the opportunity to make a real impact on the future of food production in Europe.