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MNG3701 Assignment 2 Semester 1 2023
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MNG3701Assignment 2
Semester 1 2023
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, MNG3701 Assignment 2 Semester 1 2023
RCL foods While Rainbow Chickens is a familiar household brand in many
South African households, the parent company, RCL, may not be so
recognisable. Yet, RCL Foods is a leading African food producer in South
Africa with a market capitalisation of R16 billion, employing over 21 000
people in operations across South Africa, Swaziland, Namibia, Botswana and
Zambia. RCL distributes its branded and private label food products through
their route-to-market supply chain specialist, Vector. History RCL was
established in 1891 as a small family-owned flour mill situated in Pretoria. By
1916, RCL built its first animal feed mill and in 1960, Rainbow Chicken
started its operation on a humble farm in Hammarsdale with its first
processing plant being commissioned soon after. By 1965, their sugar mill
operations in Malelane were established. By 1989, Rainbow listed on the JSE
and, in 2004, RCL acquired Vector with the strategic intent to control and
optimise its outbound supply chain. By 2013, RCL acquired Foodcorp, one of
South Africa’s largest food producers and then changed its name to RCL
Foods. By 2014, RCL acquired RSB Sugar and obtained a 49% share of Senn
Foods Logistics, a Botswana-based logistics company. It continued with its
expansion into Africa and acquired a 33.5% stake in Ugandan poultry
producer, HMH Rainbow, and in 2016, acquired a 50% stake in Matzonox, a
waste-to-value operation. 2019 saw a 45% stake in L&A Logistics, a
distribution operation based in Zambia. RCL continues to expand its
operations and footprint. 24 In line with their passion to provide more food to
more people, more often, RCL sets out to acquire several businesses with
strong brands, which have enabled them to diversify their offering and
significantly enhance their reach. Such efforts result in expanded product
ranges which extend from essentials to top-end added-value products.
Business model Several significant opportunities exist in South Africa and the
rest of Africa for RCL Foods’ market share to expand across various food
product categories. Their sizeable portfolio of core categories enables them to
reach a wide range of consumers and diverse touch points through depth of
distribution and strong market penetration. It also contributes to growing
their scale and cash flow as a basis for future strategic growth. With the above
context in mind, their business model focuses on growing their revenue and
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