• attempts to increase customers satisfaction
ADDIS ABABA-State owned shoe factory, Anbessa brand is selected among top admired African brands next to Nigerian Dangote and South Africa’s MTN Telecommunication Companies. The company is planting new factory to increase its customers satisfaction.
The brand Africa 100: Africa’s best research represents the most comprehensive and most representative brands in Africa. Up on a survey conducted in 23 African countries, which investigate all African economic regions and collectively represent at least 75 percent of the population and the GDP of Africa. These countries’ brands are often the most dominant brands across Africa within their regions, according to the press release sent to The Ethiopian Herald.
The survey yielded over 15,500 brand mentions covering over 2,200 admired brands. To make the list of the top 100 most admired brands in Africa and the brand had to be available and recalled in at least one other country other than their domicile market. The brand Africa 100: Africa’s best brand is based on the most rigorous consumer -led consistent with global best practices- and the most representative and comprehensive study ranking of brands in Africa, it was said.
“It is disappointing that despite its vibrant entrepreneurial environment, Africa is not creating new competitive brands to meet the needs of its growing consumer market, says Thebe Ikalafeng, Founder and Chairman of
Brand Africa and Brand Leadership.
“These rankings are an important metric of and challenge for creating home-grown competitive African brands that will transform the African promise and change its narrative and image as a competitive continent. African brands have an important role in helping to build the African brand.”
Anbessa currently has over 37 outlets and exports its products to Kenya, Uganda, South Sudan, Somaliland and European countries. It came in at number three in the list of most admired African brands, according to company’s Deputy General Manager, Taddese Gurmu.
The company now at construction design phase. Up on completion, it will supply finished leather and leather products for Shoe factories, he said adding that the company is designing, manufacturing and retailing trendy shoes that serve a multitude of purposes with the capacity of producing 4, 500 pairs per day, employing resourceful skilled hands and installing state-of-the-art equipment to keep meet the demand.
According to Taddese the company started expansion and diversification of its products with a vision of competing with the international markets. The new plant enable the company to produce 10,000 pairs per day and export more than 80 per cent of its product. It also has a capacity to employ more than 3,500 peoples.
It serves both the domestic and the export market. It is a well experienced and growing business and has a significant role in the domestic market, while it contributes significantly to the generation of foreign currency for the country by exporting shoes to different parts of the world like USA, EU, Middle East, Asia, and African continents, he added.
Anbessa, an Ethiopian apparel company has a production capacity of over 4,500 pairs per day. Its first plant was established in 1935 by Italian business people and it got privatized in 2011.
The Ethiopian Herald, June 13/2019
BY GIRMACHEW GASHAW
