TOLARAM: INNOVATING IN AFRICA

5Cs OF MARKETING

● Financial position ● Technological innovation ● Inflation

● Ability to increase by substitutes ● Economic factors
production ● Countering campaigns ● Regulatory
● Brand equity framework

Company Customers Competitors Collaborators Context

● Working women ● Number of suppliers

● Every socio-economic ● Bargaining power in
background value chain
● Young generation ● Manage delivery
 DECISION PROBLEM

● What optimal route of expansion should be adopted by the Tolaram Group

while considering all the values and parameters?
Strength

Weakness

Opportunities

Threats
• Not much •Increasing • Multiple
• Brand Recognition presence in the demand competitors
• Excellent PAN-Africa Market •Proliferation into • Political and Military
distribution • Using old methods new products Interventions
channels of manufacturing •Increasing GDP • Under developed
• First mover • Traditional way of of countries infrastructure
advantage marketing • Increasing • Diversity in cultures
• Strong history of • Less exposure to Standardization across countries
brand building and formal retail •Access to groups
self sufficiency systems
 Hofstede Cultural Dimensions
IVR

LTD
Evaluation of UAI

Alternatives MAS

IDV

PDI

0 10 20 30 40 50 60 70 80 90

NIGERIA EGYPT ETHIOPIA KENYA SOUTH AFRICA

Factors Alternative 1 Alternative 2 Alternative 3

Risk factor Low High Medium

Capital Expenditure Low High Medium
Expansion scope Low High Medium
Maintenance Low High Medium
Regional Cooperation Medium Low High

Diversity High Medium Low

 Recommendations & Plan of Action
● Follow a Hybrid model of expansion across Nigeria and South Africa

 Highest GDP  Leverage Brand Presence

 Access to SADC  Highest noodle consumption
 Advanced infrastructure  Existing value chain
 Less investment  Cost efficient
 Multinational presence  Least Risk

Enter the Launch Collaborate Increase Expand

Dominate
formal retail premium with existing market across
FMCG
sector products value chain penetration categories
THANK YOU!