Zambeef: Going Global

Zambeef is a Zambian food company based in Lusaka, the Zambian capital. They operate in all 20 Shoprite stores in Zambia but have recently moved to fellow African countries Ghana and Nigeria in what they hope are their first steps towards becoming a global brand. With around 100 shops Zambeef is one of the biggest chains in Africa outside of South Africa. Meat is considered a luxury good in Zambia so their target market would quite clearly be the richer consumers, however part of their success has come from being able to cater for all consumers from the well-off to those living close to or even below the poverty line. Outside of South Africa there are not many African firms that serve the middle class and even more unique is that Zambeef also meet the needs of the low-income groups. It is quite clear to see their success considering their weekly turnover of $30,000. But the question is, will going global benefit Zambeef?

Zambeef are currently operating in a market where demand for meat is not very high as it is considered a luxury good. The evidence is there to show there are markets which Zambeef can enter to exploit the demand for their benefit. For Zambeef to become a global success they may have to follow in the steps of Brahma, a Brazilian beer company, who have emerged from a developing economy into the developed world. This would be the path Zambeef should follow in order to become a global brand and it is not a common path as the majority of MNCs (Multinational Corporations) are big American firms who move to developing countries.