Analysis of Growth Strategies on the success of Fast Moving Consumer Goods Industries in Zambia: A Case Study of Trade Kings

Abstract

This case study analyzed the growth strategies employed by Trade Kings, a leading player in the FMCG sector. Trade Kings' success and market presence make it a significant entity in the FMCG sector. This study aimed to uncover the strategies that have propelled Trade Kings to prominence, offering insights into effective growth approaches within the industry. Employing an exploratory sequential mixed-method approach, data was gathered from Trade Kings' stakeholders through structured questionnaires and interviews, supplemented by secondary sources. Analysis revealed Trade Kings' strategic pursuit of market penetration, product development, market expansion, and diversification, resulting in increased brand recognition, market share, and revenue. Quantitative analysis underscores the importance of product innovation in driving success. Trade Kings serves as a model for FMCG companies, highlighting the efficacy of growth strategies like market penetration and product innovation. The findings contribute to the understanding of growth strategies in consumer goods markets, offering evidence based insights and actionable guidance for decision-making. Recommendations include maintaining focus on these strategies, fostering collaboration, investing in brand development, and cultivating a positive business environment. Keywords: Fast-Moving Consumer Goods (FMCG), Trade Kings, Market penetration, Product development, Market expansion, Diversification, Exploratory sequential mixed-method approach, Brand recognition, Revenue growth, Market share.