IMD-3-2259 © 2011
Sjoblom, Leif
The case goes over the difficulty of reaching emerging low-income customers in West Africa. Nestlé's Maggi, a brand name developed in West Africa more than 50 years earlier, offers an example of a distinct company design that targets such customers.
The case goes over the sustainability of business design and to exactly what level it can be included other food. Knowing goals: To show an effective company design in reaching emerging customers at the bottom of the pyramid.
Subjects: Fast moving consumer goods; Africa; Bottom of the pyramid; Food distribution; Emerging markets
Settings: West Africa ; Food; Fast moving consumer goods