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Author Dodo, Fardeen, author

Title Tomato Jos adventure : competition amidst growing pains / Fardeen Dodo (Department of Entrepreneurship, American University of Nigeria, Yola, Nigeria)
Published Bingley, U.K. : Emerald Publishing Limited, 2018
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (16 pages) : 25 illustrations ; cm
Series Emerald emerging markets case studies, 2045-0621 ; volume 8, issue 2
Summary Nigerias tomato industry is one of the most dysfunctional in the entire nations economy. Although the country is West Africas largest tomato producer, nearly half of the produced tomatoes rot on the way to the market, which makes Nigeria heavily reliant on imported tomato paste. Amidst growing concerns among stakeholders of the need to address the dysfunction of the tomato industry, Tomato Jos emerged as the earliest social impact venture in the tomato paste industry. Nigerias changing macro-economic conditions clearly call for a tomato processing industry and the entry of Tomato Jos is well timed. Within a span of two years, the company successfully raised $600,000 in equity, debt and grant financing that has catered for start-up expenses and expansion to 150 hectares of farmland. The company plans on raising an additional $25m to cater for their planned Stage III growth. Amidst growing excitement over the entry of Tomato Jos in the industry with a social enterprise, Africas top business tycoon, Aliko Dangote, announced entry into the tomato processing industry with a major tomato processing facility in the same region as Tomato Jos. The Dangote Group of companies is seen as very tough competition to contend with, due to their sheer size, political leverage and financial capital. This case study primarily teaches how multiple aspects of start-up entrepreneurship may be handled rather than being taught separately as is often the case in mainstream business education. Entrepreneurs in the field rarely confront real challenges in this way. This case study introduces a practice of teaching a collection of key aspects of entrepreneurship, their nuances and inter-relationships in an integrated fashion
Notes The overarching objective of this case is to teach students how to interpret the shifts in industry position resulting from the entry of an important competitor within the larger context of growing a social venture. At the end of the case study analysis, students will be able to analyze the effects of changing forces and conditions in a countrys business environment on a start-up social enterprise; interpret the shifts in a ventures industry position after the entry of an important competitor; identify appropriate funding sources and financing strategies to fuel the growth of a social enterprise; identify areas of a start-ups business model that need improvement and/or iteration to support faster growth; and develop an effectuation-based strategy for a growing venture
Teaching Notes are available for educators only. Please contact your library to gain login details
Includes index
Bibliography Includes index and bibliographical references
Audience This case is designed for teaching entrepreneurship at masters level. Depending on students interests and exposure levels however, it can be applied to teaching undergraduate entrepreneurship courses that are taken after at least the two basic entrepreneurship courses
Subject Dangote, Aliko, 1957-
Tomato industry -- Nigeria
Entrepreneurship -- Nigeria
Business & Economics -- Industries / Food Industry.
Agriculture & related industries.
Genre/Form Case studies.
Form Electronic book