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Angolan Cement Industry: Marketing Channel and Distribution Channel Strategies

In: Quality Innovation and Sustainability

Author

Listed:
  • Pedro Manuel Campos

    (University of Aveiro)

  • Carina Maria Oliveira Pimentel

    (University of Aveiro)

  • José Dias Lopes

    (Lisbon School of Economics & Management, Lisbon University & ADVANCE)

Abstract

The Angolan Cement Industry (ACI) operates in a market economy that requires it to formulate appropriate strategies to better overcome market challenges. The problem of distribution has assumed great importance, both as a decisive element of the context and as a factor for cost reduction and profitability recovery. Thus, the objective of this paper is to identify marketing channels and distribution channels strategies that are appropriate for the Angolan market context, to make the cement supply process in the Angolan market more efficient and effective. This research focused on a qualitative approach, based on a literature review and application of the Delphi technique (applied in 2021). To this end, a survey was developed and applied to identify respondents’ perceptions of which distribution strategies and marketing channels suit the Angolan Cement Market context. As a result, market expansion, diversification, and the installation of distribution centers, as well as the direct channel and the multiple channel marketing were identified as the strategies and channels that best suit the context of the Angolan Cement Market.

Suggested Citation

  • Pedro Manuel Campos & Carina Maria Oliveira Pimentel & José Dias Lopes, 2023. "Angolan Cement Industry: Marketing Channel and Distribution Channel Strategies," Springer Proceedings in Business and Economics, in: João Carlos de Oliveira Matias & Carina Maria Oliveira Pimentel & João Carlos Gonçalves dos Reis & J (ed.), Quality Innovation and Sustainability, pages 323-335, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-12914-8_25
    DOI: 10.1007/978-3-031-12914-8_25
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