The CEO Magazine Asia – July 2019

74 | theceomagazine.com

ALFAMART OFFERS A BALANCE BETWEEN CONVENIENCE,

AFFORDABILITY AND A BROAD SELECTION OF PRODUCTS.

COO HARVEY ONG BELIEVES IT’S A UNIQUE OFFERING IN THE

PHILIPPINES, AND ONE THAT BETTERS THE LIVES OF MANY.

WORDS OLIVER FEATHERSTON • IMAGES JASPER SALCEDA

H

arvey Ong, COO of Alfamart Philippines, says the mini market chain

started as “an underdog... a small fish swimming among the sharks”.

Despite the ominous tone of the analogy, Alfamart thus far hasn’t fallen

prey to its competitors. On the contrary, since the company entered the

Philippines a few years back, it’s rapidly expanded and has planned an

additional 200 stores this year, bringing the tally up to around 700.

In fact, it is well on track to exceeding this goal – Harvey estimates that, by the

time of publication, Alfamart Philippines will have reached a total of 650 stores. Even

more impressive is its plan to finish the decade with 1,000 stores, six-and-a-half years

after the first one opened.

This is thanks to a previously unoccupied niche Alfamart now operates in, offering

affordability, convenience and a complete assortment. “Right now, it’s a choice between

going to a store that’s complete but quite a distance away or going to a small store that’s

incomplete in terms of the assortment and selling at high prices,” Harvey says.

“We’re addressing a need for accessibility, complete assortment, good pricing and, of

course, great service. That need has always been there, but nobody has been addressing it

in the market.”

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THERE’S NO

ROOM FOR

RED TAPE.

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