Case Study

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

12 pages
September 2008
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.

Supply Chain, Retail
Field Research
© 2008
Available Languages
Related material
Teaching note, Video
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