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Case Study

Kaskazi Network Ltd – distributing to the bottom of the pyramid (B)

By Leif M. Sjöblom, Lisa Mwezi Schüpbach and Winifred Karugu

12 pages

September 2008

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Reference: IMD-3-2017

This is the second part of a case series dealing with the distribution of FMCG (Fast Moving Consumer Goods) to low income areas (slums) in Kenya. It describes the successful launch of KasKazi Network – a revolutionary concept of distribution by bicycle to the “bottom of the pyramid.” It reveals how Wanjohi dealt with the key stakeholders (FMCG manufacturers, wholesalers, and retailers) as well as operational issues and HR policies.

Learning Objective

The case series would be suitable for a core marketing course (dealing with the market challenge, and distribution and retail issues in Africa), a course on supply chain (distribution issues in Africa), an entrepreneurship course (dealing with business growth strategies) or a general management course. In all these courses, the case series can be used to illustrate the challenge and complexity of reaching low income customers in developing countries.

Keywords

Supply Chain, Retail

Settings

Kenya
2000-2008

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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