Kasapreko plans American invasion

Kasapreko Company Limited, as part of its growth strategy for 2016, says it is getting its products -- led by Alomo Bitters -- into the American market and hopes to generate significant revenue from the home of consumerism.

Kasapreko, the 37th most profitable business in Ghana according to the 2015 Ghana Club 100 rankings, is hoping that entry into the world’s biggest market will help to expand its global reach and increase its bottom line.

“Our goal is also not to keep these brands only in Ghana and Africa, but showcase to the world what Ghana has,” Richard Adjei, Managing Director of the company said.

Speaking to MBA students from America’s Harvard Business School who came on a facility tour to see how Kasapreko has successfully run its operations over the past two and half decades, Mr. Adjei added that products of the company are doing well in Nigeria, South Africa and other African countries, thus it is high time they (products) go global.

“Once we were able to crack the South African market, which is a highly westernised and modernised country with very stringent processes and competition, we know we can get into other countries like the USA,” he added.

Ghana contributes 50 percent of Kasapreko’s revenue, with Nigeria contributing 40 percent and the other 10 percent coming from other markets, but Mr. Adjei hopes to see America alone contribute about 10 percent to the company’s revenue in the next five years.

Dina Pomeranz, Assistant Professor of Business Administration at Harvard Business School and leader of the team, explained that the 54 students came to Kasapreko to learn how to do business in the international context because the future of business includes emerging markets and Africa is a really important growth market.

“We have been here for just 24 hours but we have seen so much potential, energy and young people building important new businesses, and we hope that our students will learn from the people here how to do business in a different cultural context,” she said.

She explained that the trip aims at teaching students how to be responsive to consumer needs and form partnerships around the world. “The goal is to open the students’ eyes to different markets around the world.”

Mr. Adjei noted that to have Harvard Business School choose Kasapreko to visit and inspire its students, he and his team are very proud this honour.

“We produce the best quality products in Ghana. We invest in our people and invest in our facility including our processes. Kasapreko is one of the companies with the best manufacturing processes in Ghana.

“We have won many manufacturing awards over the years and we are not very surprised that Harvard is here. We look forward to the Ghanaian universities visiting us to learn from us. We are very open to all possibilities,” he added.

Dr. Kwabena Adjei, Founder and Group Chairman of the company, urged the students from Harvard to separate their businesses from their private lives. He also urged them to take advantage of opportunities that come their way.

“Business is about opportunity and people must learn to take opportunities. As a business you take advantage of all opportunities that come your way, that is the only you can succeed,” he added.