Abstract

Learning Outcomes

This case study explores the strategic considerations and challenges that businesses face when expanding into regional markets, emphasizing the importance of branding, visibility, and market adaptation. Thus, students will gain insights into business transformation and sustainability, be introduced to strategic approaches for cross-border expansion, develop an understanding of risk management in new markets, and learn how governance structures influence business growth beyond national borders.

Case Synopsis

This case is aimed at bringing out the lessons that a local company needs to be aware of as they venture out to become a regional business. Most enterprises tend to work with their initial brand and visibility strategy, which might have served them well in the local environment but forget that the regional market responds differently. This therefore means that enterprises must make a deliberate effort to change their brand appropriately to gain acceptance as they venture out of the country. This is a lifeline for growth as captured by the firm that was interviewed on this matter – Fie-Consult.

The company started operations in 2016 with offices in Nairobi. Fie-Consult has since opened a second office in Kigali, Rwanda. In 2023, the Kigali office had been in operation for over one year under a country director. Fie-Consult therefore fits the description of an enterprise focusing on transactions advisory across Africa and management consulting firm based in and working out of Africa.

Complexity/ Academic level

This case may be taught to upper-level undergraduate and graduate students, particularly in MBA and Master of Management programs. The teaching note provides instructors with structured learning objectives, discussion questions, and suggested teaching approaches. Additionally, the case may be integrated into executive and corporate leadership development programs, including GCEO, AMP, SMLP, OMP, and select board programs, to illustrate strategic decision-making in regional expansion.

Supplementary Materials

Teaching notes are available only to educators upon request from the Case Centre at cases@strathmore.edu

Keywords
Business strategy, mergers and acquisitions, leadership, risk management, and governance.

Citation

Mohamed, M. (2025). Fie-Consult: Global Brand Visibility and Acceptance. In Strathmore Africa Case Center. Strathmore Africa Case Centre. https://doi.org/10.70268/sacc-03-25-51

Publisher: Strathmore Africa Case Centre

Copyright © 2025, Strathmore Africa Case Centre

Category : Case

Author : Musa Mohamed

Publisher : Strathmore University

Document ID : SACC-03-25-51