Firms in bid to gauge market trends

Manufacturers have signed a partnership deal with digital platform Ajua in a bid to better understand customer preferences in the country.

Under the aegis of the Kenya Association of Manufacturers (KAM), local firms hope to drive the uptake of their goods and unlock new markets through Ajua’s Small and Medium Enterprise (SME) Connect digital platform.

The platform drives feedback through the entire value chain from consumer to manufacturers.

Reduced demand for locally manufactured goods has forced up to 42 per cent of manufacturers to cut production to less than half their capacity, according to a joint report by KAM and audit firm KPMG.

Manufacturers are also struggling to find the necessary tools to understand value chain connections and operate their businesses competitively.

“As the economy reopens, manufacturers need to quickly identify their key vulnerabilities and establish strong frameworks around their supply chains as they plan for their recovery post-Covid,” said KAM Chief Executive Phyllis Wakiaga in a statement yesterday.

KAM is tasked to drive fact-based advocacy towards the formation of industrial policies that enhance the competitiveness of local industries in the country, including access to local, regional and international markets.

“The Ajua partnership furthers KAM’s objectives of providing market linkages for manufacturers and SME development,” said Ms Wakiaga.

She noted that market dynamics are shifting as consumers embrace digital platforms to access essentials in the wake of the pandemic.

Ajua Executive Vice President, Commercial, Gilbert Saggia said prompt feedback would boost production.

 “Manufacturers in emerging markets, particularly Africa, struggle to compete with global products. Ajua SME Connect enhances product development by giving manufacturers a platform to close the feedback loop between manufacturers and their customers with real-time customer feedback," said Dr Saggia.