Scaling up for growth

Published 29 June 2021

Cement producers do not just manufacture cement, they need to sell it too. So what happens when a new equity partner invests in the company with a plan to increase factory output sixfold? How do you scale up for growth, increase market share and ensure that sales keep up with production volumes? By Transnova, South Africa.

Rwandan cement producer cimerwa migrates from the distributor model to that of a delivered service to better manage

sales volumes, customer loyalty programmes, market pricing, and service and support levels

Established over 35 years ago, CIMERWA is Rwanda’s only integrated cement producer with its factory located in Bugarama, Rusizi district, on the southwest border of the country. CIMERWA is the only cement company in Rwanda that mines the raw materials, produces clinker, packs and sells cement for general and civil construction, with some of its products exported to neighbouring countries such as the Democratic Republic of Congo and Burundi.

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