Angolan Cement Industry: Marketing Channel and Distribution Channel Strategies

Pedro Manuel Campos (), Carina Maria Oliveira Pimentel () and José Dias Lopes ()
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Pedro Manuel Campos: University of Aveiro
Carina Maria Oliveira Pimentel: University of Aveiro
José Dias Lopes: Lisbon School of Economics & Management, Lisbon University & ADVANCE

A chapter in Quality Innovation and Sustainability, 2023, pp 323-335 from Springer

Abstract: 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.

Keywords: Marketing channels; Distribution channel strategies; Angolan Cement Industry (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-12914-8_25

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DOI: 10.1007/978-3-031-12914-8_25

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