Nigeria & Ghana – Pharmaceutical Distribution
A pharmaceutical multi-national was interested in entering Nigeria and Ghana. They had no presence in West Africa and were interested in appointing distributors in the two countries. Prior to entry, they needed a better understanding of the market dynamics and distributor landscape.
The Supply Chain Lab approach:
The Supply Chain Lab (TSCL) was responsible for assessing the supply chain workstream and working closely with their alliance partner on the project. TSCL worked closely with the project team to finalise the key project deliverables and priorities. TSCL assisted the team with the distributor scorecarding taking into consideration management skills, category fit, fleet, warehouse, technology and procurement capability. In addition, the team analysed the market dynamics and interviewed pharmacists and wholesalers in Nigeria and Ghana. The project team also identified the key towns and markets to focus on during the first phase of the roll-out.
The client emerged with a recommended Route-to-Market (RTM) strategy and options to consider prior to entry in Nigeria and Ghana. The recommendations included optimal partners as well as region and management support required for Nigeria and Ghana.