This article was inspired by a post on X (formerly Twitter) discussing builders’ loyalty to Dangote Cement due to its ready availability, even in the face of cheaper alternatives.
We then delved into research to explore the strategies that have contributed massively to the success of Dangote Cement and what businesses could learn from it.
Dangote Cement has mastered distribution, making it a core part of its sales and marketing strategy. This has ensured its continued dominance with a 60% market share in Nigeria, surpassing competitors who might even have cheaper products.
Distribution is so crucial to the success of any business, serving as the critical bridge between production and consumption.
It is the strategic route that ensures products or services seamlessly reach the hands of consumers, playing a pivotal role in shaping the overall customer experience and influencing a company’s competitiveness in the market.
Efficient distribution is not merely about getting products from point A to point B; it encompasses a multifaceted process involving meticulous planning, coordination, and optimisation.
Effective distribution helps businesses access their target market, contributes significantly to customer satisfaction, and confers a competitive advantage.
Efficient distribution also ensures that businesses utilise their resources efficiently, enables them to adjust to market shifts swiftly, builds trust, contributes to a positive brand image, and helps control costs throughout the supply chain.
Let’s take these three lessons from Dangote Cement for businesses looking to improve their distribution.