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Case Study

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

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

1 pages

September 2008

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Reference: IMD-3-2018

This is the third and last 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 situation in July 2008. In spite of its success, KasKazi is mainly used for short term promotions by its clients. This creates dry spells and a void in the market when a contract comes to an end. And Wanjohi’s appetite has grown – he is considering expanding into neighbouring countries such as Uganda and Tanzania, and creating and promoting his own products.

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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