EM Freshco - Siming Zhu AEM 4420 Emerging Markets October...

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Siming Zhu AEM 4420 – Emerging Markets October 15, 2008 Case Summary Supplying Improved Seed to Farmers in Rural Kenya: The Case of Freshco Kenya Ltd. Freshco is a small producer and distributor of hybrid maize and macadamia seeds. Focusing a majority of its business on providing quality seeds to smallholder farmers, which provides the company with 95% of its revenues, Freshco’s ultimate goal is to become the most preferred seed producer and supplier in East Africa. While Freshco is a relatively young company, its market share has grown dramatically from .25% in 2004 to 1.5% in 2006. Freshco recognizes that it will face many challenges in realizing its goal, including intense competition (particularly from current market leader Kenya Seed Company), poor infrastructure, as well as industry changes that can change the way business is conducted. Despite these various challenges, Freshco’s underlying problem is implementing an appropriate marketing strategy that will enable it to gain better brand recognition and gain the trust of Kenyan farmers, thereby
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EM Freshco - Siming Zhu AEM 4420 Emerging Markets October...

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