Consumer Products in Africa

Case Study 4: Igniting Growth in Africa

Principal Martin Thomas accepted a role leading and managing an under-developed consumer product portfolio in one of the world’s poorest countries – Uganda. The first challenge: the representative of a local bank called, threatening to withdraw overdraft facilities.  Choices had to be made; either close down the shoe-string operation, or convince European headquarters that a viable option was to invest in organic growth for the business.  The latter option was agreed. A selection of new university graduates were actively recruited (some to sell) within a new self-financing initiative. A portfolio of imported products was launched and supported with a new, national advertising campaign. Logistics, administration and electronic communications were upgraded. An innovative shareholder and investment strategy was designed, and a new factory was built, inaugurated by the President of Uganda. The progress was hailed for helping improve international investor confidence in the country. Profit objectives were achieved, and a flame of growth ignited.