Keroche (F): Future Growth Plans

Case Solution

Ramon Casadesus-Masanell, Pippa Tubman Armerding
Harvard Business School ()

This case describes Keroche co-founder Tabitha Karanja’s decision in 2012 to invest in additional production capabilities. In November 2012, Keroche began building a new, state-of-the-art brewery with German technology with a loan from Barclays Bank. The new plant, completed in March 2015, significantly increased Keroche’s beer production capacity. The company also made investments to increase the capacity of its Vienna Ice and Crescent vodka beverages. The case describes the aggressive production, marketing and sales strategy of Tabitha Karanja and the consequent growth of the company until 2017. It also describes Keroche’s ongoing competition with EABL, including a 2016 EABL lawsuit against Keroche, and Keroche’s ongoing battles with the Kenyan government.

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