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  • September 2019 (Revised May 2020)
  • Supplement
  • HBS Case Collection

Keroche (F): Future Growth Plans

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

This case describes Keroche co-founder Tabitha Karanja’s 2012 decision to invest in additional production capacity. In November 2012, with a loan from Barclay’s bank, Keroche began constructing a new state-of-the-art beer brewery using German technology. The new plant, completed in March 2015, greatly increased Keroche’s beer production capacity. The company also made investments to increase capacity for its Viena Ice and Crescent vodka drinks. The case describes Tabitha Karanjas aggressive production, marketing, and distribution strategy, and the company’s resulting growth by 2017. It also describes Keroche’s ongoing competition with EABL, including a 2016 EABL lawsuit against Keroche, and Keroche’s continuing struggles with the Kenyan government.

Keywords

Keroche; Alcohol; Aloholic Beverages; Beer; Production Capacity; Growth; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

Citation

Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (F): Future Growth Plans." Harvard Business School Supplement 720-395, September 2019. (Revised May 2020.)
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About The Author

Ramon Casadesus-Masanell

Strategy
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Related Work

    • September 2019 (Revised May 2020)
    • Faculty Research

    Keroche (F): Future Growth Plans

    By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
    • June 2023
    • Faculty Research

    Keroche (A)–(F)

    By: Ramon Casadesus-Masanell and Namrata Arora
Related Work
  • Keroche (F): Future Growth Plans By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
  • Keroche (A)–(F) By: Ramon Casadesus-Masanell and Namrata Arora
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