This three-part series of cases dealing with the distribution of FMCG (FMCG) in low-income countries (slums) in Kenya. (A) case, students are introduced to a young African entrepreneur, Mr. Ng'ang'a Wanjohi. After graduating in 1998 Wanjohi participated in four runs - none of which was successful. However, he learned a lot along the way and did not hold it. He sees a huge opportunity in the fragmented Kenyan micro-retail market, consisting of 100,000 kiosks, primarily in low-income countries. This market, which accounts for 75% of the Kenyan retail market, is "dark, dirty, smelly and dangerous" and neglected by many companies FMCG. Students were asked to review and improve the business plan for the distribution of the product in the market for the sale of bicycles Representatives (BSRs). Learning objectives: a series of cases will be suitable for a basic course marketing (with the market challenge, distribution and retail issues in Africa), the rate of the supply chain (distribution issues in Africa), of course business (working with business growth strategies) or the general rate management. In all of these courses, a series of cases can be used to illustrate the problems and difficulties of achieving low income customers in developing countries. "Hide
by Leif Sheblom, Winifred Karugu, Lisa Schuepbach Source: IMD 12 pages. Publication Date: September 3, 2008. Prod. #: IMD385-PDF-ENG
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