Case study: Material Handling Systems – Holistic Market Environment Research in Kenya

September 5, 2019


The challenge


A leading global player dealing in material handling systems sought to understand current and future market opportunities in Kenya, so as to justify and strategize for the establishment of an office in Kenya.

The objective of the study was to:

Estimate current market size, and understand overall growth trends, growth drivers, key segments of importance and other market dynamics


Analyze the path to market and customer dynamics


Evaluate potential partners based on capabilities and strengths


Understand the competitive landscape and profile of three major competitors

The process

Malana carried out secondary research on macro-environment as well as industry-specific trends. Our consultants also conducted interviews with prominent importers/manufacturers, distributors, system integrators, experts, as well as end-users of material handling systems.

The results
Our client used Malana’s findings to evaluate Kenya ’s market potential, identify high growth product categories and segments,
understand key competitors’ strategies, and select a business partner with complementary strengths, so as to develop an effective market expansion strategy.

Project deliverables included a report addressing:

Analysis of current and forecasted market size


Identification of high potential customer segments and analysis of customer purchase dynamics


Path to market and channel practices


Competitor landscape, shares, and deep dive profile of three key material handling players in terms of their company performance, technology and marketing practices


Partner selection program to identify business partners with the greatest potential synergy with our client’s business


Recommendations on market entry, marketing and sales strategy


Project Information