Believing in Bella Wines: Strategies for Growth

Søren Jeppesen, Samuel Dawa

Research output: Other contributionTeaching case

Abstract

The Ugandan company K-Roma has through its main brand Bella Wines experienced sustained growth during its 20 years of existence. K-Roma produces organic fruit wine, fruit juices and hibiscus tea. It is based in Kampala, Uganda and sells its products throughout Uganda, in neighboring countries and the US, UK and Germany. The company is run by the founder and CEO Ms Prudence Ukkonika. It employs 40 permanent staff and about 100 temporary staff. It sources its fruits and input from local farmers, treats and bottles the produce and then distributes and sells mainly through supermarkets and retail outlets. K-Roma operates with new production technology and enjoys good relations to knowledge providers in the industry as well as government entities and international organisations. Despite aspirations of high growth rates, among others based on high demand, the realized growth during 2015-2019 has not been on par with the expectation. Talking stock of the situation post COVID-19, the CEO speculates about the reasons behind the limited growth. Are they mainly internally related due to the resources, capabilities and competences of K-Roma? Or are they rather due to constraints in the external environment related to the customers, competition and/or institutional factors?
Original languageEnglish
Publication date2024
Place of PublicationCranfield
PublisherCase Centre
Number of pages12
Publication statusPublished - 2024

Bibliographical note

Case-Reference no. 724-0080-1

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