Lenta is a Russian grocery retailer founded in 1992 that operates stores in St. Petersburg. By 2005 it had grown to 9 stores in St. Petersburg through pursuing a strategy of low prices, 24/7 convenience, and direct supplier relationships. The document discusses Lenta's competitive advantages, operations, challenges like an unwieldy Russian labor market, and strategies to either continue expanding in St. Petersburg or enter Moscow's larger market. It recommends Lenta first focus on further growing within St. Petersburg to capture remaining potential and establish stronger finances before entering new cities like Moscow.