UHD in Action:
Successful Consumer Goods
Market Entry

Developing a locally-relevant strategy for a new consumer good product in Uganda

KEY RESULTS

50% market growth potential
7-15% lower competitive pricing
100% reporting compliance
Overhead cost reduction

Challenge

A global food and drink conglomerate needed to determine product viability in the Uganda market and to establish a comprehensive market entry strategy. The strategy required importation from various manufacturing sites inside and outside of Africa, sales and marketing effectiveness and outsourced warehousing and distribution. 

Solution

UHD conducted market research to better understand the competitive marketplace and worked closely with government entities to determine the necessary importation requirements. A locally-relevant and customer-centric sales and marketing strategy was developed based on agreed-upon sales targets, along with a competitive pricing strategy. Real-time reporting and inventory management was made possible through UHD’s supply chain tower and a strict credit management policy.

Results

50% brand growth is estimated by 2021 based on expected market penetration, along with prompt payment remittance.