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NIIKAI SHITO: A TASTY ADVENTURE IN GHANA'S FOOD INDUSTRY

KEY POINTERS FROM THE CASE

Meet the Martinson Family

• Mr. Martinson: Founder and CEO

• Mrs. Martinson: Deputy CEO and Shito Expert
• David Martinson: Finance and Administration Manager
• 25 permanent and casual workers
Niikai Shito: A Special Sauce

• Shito: A popular spicy sauce in Ghana

• Prepared with quality ingredients and secret recipe
• Loved for its taste and high quality
• Specialized in different types of shito with meat
The Journey of Niikai Shito

• Established in 2014 as a small-scale family business

• Evolved to meet high demand for shito
• Moved to a new factory in Madina
• Challenges with canning due to limited resources
• Getting the Word Out: Marketing and Promotion
• Limited online presence, mainly on social media
• Growing sales through word of mouth
• Planning to invest more in marketing in the future
Our Vision and Mission

• Vision: Be the best shito producer in the world

• Mission: Make high-quality shito for all kinds of customers
• Based on critical success factors (customer satisfaction, taste, quality, efficiency, compliance)
Our Leadership Team and Workers

• Mr. Martinson: CEO, Marketing, and Credit

• Mrs. Martinson: Deputy CEO and Production Manager
• David Martinson: Finance and Administration Manager
• Total staff of 25, including permanent and casual workers
• Workers receive training from the Ghana Enterprises Agency (GEA)
Our Work Culture and Future Challenges

• Teamwork, quick decision-making, and flexibility

• Growth and expansion are challenging
• Consider establishing formal policies and procedures
• Outsourcing some finance functions led to disagreements

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• The Importance of Good Governance

Board of Directors

• Corporate governance is viewed with skepticism

• Daniel Aidoo ESQ, FCA brings financial and legal expertise
The Shito Sector in Ghana

• A competitive and growing industry

• Popular condiment for various meals
• Increasing demand from boarding schools
• High number of shito producers, many local and small-scale
• Concentrated in urban areas
• NSL stands out for quality and taste
Our Commitment to Sustainability and Responsibility

• Concern about climate change and environmental impact

• Using LPG exclusively
• Sourcing ingredients locally to reduce food miles
• Recycling bottles and considering biodegradable containers
• Donating shito to schools and supporting students
Our Product Quality and Development

• Focused on quality and consistent taste

• Use of high-quality ingredients
• No food preservatives
• Expanded to different shito types with meat
Production and Pricing

• Three productions per week

• Projected annual production of 18,720 units in 2023
• Variety of bottle and can sizes
• Pricing based on unit size, but consistent for meat-related shito
• Prices reflect the product's high quality and taste
The Future of Niikai Shito: Big Dreams Ahead

• Domestic expansion to Kumasi

• International sales and market research
• Factory expansion, equipment acquisition
• Venturing into containers production
• Considering changes in ownership and financing
Summary of NSL
Niikai Shito is a family-run business in Ghana. They make a delicious sauce called shito. The family
members include Mr. Martinson, who started the company, his wife Mrs. Martinson, and their son David.

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They make different types of shito with meat, and people love it for its amazing taste. The company
began small but grew quickly. They moved to a new factory, but they face challenges because they can't
afford a fancy canning machine.
Niikai Shito doesn't do much advertising. They rely on word of mouth. In the future, they plan to do more
promotion. They have a big goal to be the best shito maker in the world.
Their workers are like a team, and they talk about work every week. They're thinking about making rules
and plans to run the company better as it gets bigger.
The company is careful about protecting the environment. They use clean fuel and recycle their bottles.
They also give shito to schools.
In the future, they want to sell more shito in other cities in Ghana and in other countries. They also plan to
make their factory bigger. The company might change how it's run to make these big plans come true.
Niikai Shito is a success story in Ghana, and they aim to make their tasty sauce famous worldwide!

JOIN ME AS I DEMYSTIFY THE NSL CASE FROM FRIDAY EVENING 26TH OCTOBER ,
2023.

REMEMBER: YOUR PASS MARK IS OUR GOAL

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