Case Study: Major Wholesaler - Strategic Integration After Major Merger

Aligning Cultures, Unlocking Growth

The Challenge

A major wholesale business had recently acquired a smaller —but significant — competitor. The merger brought together two organisations with different cultures, operating styles, and strategic mindsets.

Post-merger integration proved challenging. There were conflicting views on how the new entity should operate, and resistance within the acquired company to the parent organisation’s management style. Without strategic clarity, the risk of underperformance and cultural fragmentation was high.

Our Approach

Cameron Consultants were commissioned to conduct a rigorous strategic study, designed to uncover the most effective path to profitability and revenue growth for the newly combined business.

We analysed:

Existing commercial strategies from both companies
Profitability drivers across products, services, and customer segments
Organisational incentives and their alignment (or misalignment) with desired outcomes
Market opportunities being overlooked due to legacy assumptions or internal conflict

Our objective was to provide a unifying framework that both leadership teams could support — grounded not in legacy preferences, but in hard data and strategic logic.

The Solution

The final strategy validated some of the assumptions behind the acquisition — confirming that the deal had strong commercial foundations.But it also revealed a series of previously unrecognised insights into where the real opportunities for profitable growth lay.

These new findings pointed the combined company in a completely different marketing direction — one that neither legacy business had previously prioritised, but which analysis clearly showed was the most effective route to growth and profitability.

Because the recommendations were derived from objective evidence — not legacy loyalties — management from both sides of the merger were able to unite behind the new strategy.

The Outcome

Strategic alignment was achieved across both merged teams
The marketing and growth strategy was reshaped around new, high-potential priorities

Post-merger integration accelerated, with shared purpose replacing internal division
The business achieved a clear, evidence-backed roadmap for profitable expansion

This wasn’t just a reconciliation of two business cultures —it was the birth of a stronger, more focused enterprise.

‍

Strategic Planning

Case Studies

29 Years of Impact Investing in Change

Cameron Consultants created WAVE Trust and fully funded its first eight years.

Today, Cameron remains WAVE’s major funder — supporting work that aims to reduce child abuse, neglect and domestic violence by 70% by 2030. Our belief? Long-term transformation begins with upstream investment — and courageous leadership.

Learn More

Our Clients

These organisations — and many others — trusted Cameron at times of real pressure. In many cases, I worked side-by-side with their CEOs, often at moments when strategy needed reshaping, operations were losing money, or internal leadership needed to be re-aligned. “Cameron’s strategic input enabled us to create a powerful unifying vision for the organisation resulting in sales increases of 10-20%.” — Bill Strachan, Managing Director, Johnson & Johnson Medical (UK)