During an extended press conference at the Sheraton Addis, BGI Ethiopia’s newly appointed CEO claimed that the company was losing momentum and market share before he took over.
Herve Milhade, the CEO of BGI Ethiopia, claims that a lot of his workers are willingly leaving the company for financial compensation because they are dissatisfied and do not align with its new strategy.
“The company’s market share was declining when I joined, and I was unhappy about it. And right away, I started doing some research to both boost our output and reclaim our position.And we carried out the revised plan, which was necessary.And for that, some folks were not pleased. But we are overcoming the hurdle that comes with every new initiative and objective. We are currently on the mend and increasing our profit.”
The CEO continued by stating that the company will modernise its overall operations by investing up to seven billion birr a year.
He proceeded by noting that the company’s product distribution had previously been hampered by the distributor’s capacity to cover a big area: “We need quality work, and if we let someone cover a wide area, we see from our experience that it hasn’t evenly and suffeently distributed our products.” Therefore, we now demand that distributors operate at peak efficiency in small spaces, often serving as few as forty or fifty clients.”
The CEO states that the company will fully relocate to Sebeta in 18 months, while Purpose Black—which bought the land to develop residential buildings—will occupy the current Mexico Square headquarters.
Though the CEO stated that “Purpose Black offers us a decent money,” he did not reveal how much BGI had agreed to pay for the company current head quarter .
He also mentioned the upcoming launch of a new wine brand from the BGI.
Like any business, he continued, the nation’s war has a detrimental impact on operations and the distribution chain.
“We devised a five-year plan to boost the company’s output from five million to ten million hectoliters.” But in order to accomplish this, we must boost our productivity by hiring the appropriate people and adopting the correct attitude. We are obtaining some good results by rearranging our workforce to fit with our new plan,” he stated.
BGI Ethiopia is one of the leading breweries in Ethiopia and home to five iconic and distinctive brands in the country. With breweries in six cities of Ethiopia such as Addis Ababa, Zeway, Hawassa, Kombolcha, Zebidar and Raya, BGI Ethiopia has been operating in Ethiopia since 1998 and internationally as part of the Groupé Castel.
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