Day-one execution with Anaplan: How MBRF Transformed Sales Target Setting Across the GCC

MBRF is one of the largest food companies in the world, operating in 117 countries through a truly multi-protein and fully integrated global platform. With annual revenue of $31 billion and production of 8 million tons per year, the company serves more than 425,000 customers worldwide.

With rapid expansion across five GCC markets, MBRF recognized the need to bridge the gap between regional strategy and sales execution. Disconnected planning processes were impacting visibility and alignment. By implementing Anaplan, MBRF created a unified planning framework that delivers fully deployed sales targets from day one of each monthly cycle, improving transparency, accountability, and execution effectiveness.

Anaplan enabled MBRF to establish a single, scalable target-setting process across five GCC markets, creating a unified platform for commercial planning and target deployment.

• Harmonized Planning Process
  A single target-setting process was implemented across all five GCC countries, creating a consistent planning methodology while preserving the flexibility required for local market conditions.
• Customer-Product Level Planning
  Monthly sales target planning was enhanced to the customer-product level, increasing planning granularity and enabling more detailed target allocation.
• Automated Volume Reallocation
  SKU volumes are automatically reallocated based on finished goods availability, ensuring sales targets remain aligned with supply constraints.
• Flexible Target and Price Management
  Users can adjust sales targets and pricing assumptions across multiple customer and product hierarchies, with automatic cascading throughout the planning structure.
• Coverage and MSL-Driven Target Recalculation
  Target calculations dynamically incorporate customer coverage changes and Must-Sell List (MSL) priorities, ensuring planning assumptions remain current.
• Cross-Functional Planning Platform
  The solution provides a common planning environment where commercial stakeholders collaborate on targets, strategic product priorities, and customer plans using a single source of truth.

• Day-One Target Readiness
  Sales teams receive fully deployed and aligned targets at the beginning of each monthly cycle, enabling immediate execution and focusing on market performance.
• 4,000 person-hours saved annually: An integrated planning platform replaced fragmented spreadsheet processes, reducing manual effort, allowing more time for analysis and business performance improvement
• Improved Alignment Between Strategy and Execution
  Regional commercial objectives are consistently translated into actionable sales targets across all GCC markets.
• Faster Planning Cycles
  Automated calculations and workflows reduce manual effort, allowing teams to complete planning activities more efficiently.
• Greater Planning Accuracy
  Customer-product level forecasting and supply-aware target allocation improve the feasibility and quality of sales plans.
• Stronger Cross-Functional Collaboration
  Sales, business planning, and supply chain teams operate from the same planning platform, improving alignment and reducing silos.