IMD-3-2017 © 2008
Sjoblom, Leif ; Karugu, Winifred; Schuepbach, Lisa
This is the 2nd part of a case series handling the distribution of FMCG (Fast Moving Consumer Goods) to low earnings locations (run-down neighborhoods) in Kenya. It explains the effective launch of Kaskazi Network - an innovative principle of distribution by bike to the "bottom of the pyramid." It exposes how Wanjohi handled the vital stakeholders (FMCG producers, merchants, and wholesalers) along with functional concerns and HR policies.
KasKazi Network Ltd – Distributing To The Bottom Of The Pyramid (B) Case Study Solution
Knowing goals: The case series would be ideal for a core marketing course (handling the marketplace difficulty, and distribution and retail concerns in Africa), a course on supply chain (distribution problems in Africa), an entrepreneurship course (handling company development techniques) or a basic management course. In all these courses, the case series can be utilized to show the difficulty and intricacy of reaching low earnings consumers in establishing nations.
Subjects: Africa; Kenya; Entrepreneurship; Distribution and retail; Supply chain
Settings: Kenya; Retail; 200 employees; 2000-2008
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