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Industry and Trade
AngoAlissar belongs to the Webcor group which
is sourcing, producing and distributing soft com-
modities, FMCG and building material in Africa, Asia,
Europe and South America. The Group has a good
knowledge of the African market with a presence in
Namibia, DRC, Mozambique and Zambia. AngoAlis-
sar was created in 1992, being one of the first private
companies to freely trade and import. The products
imported then were stocked in the SOREL warehouse
in Boavista, near the port: second hand clothes, soft
drinks and Chinese items represented the main prod-
ucts traded.
Only 20 people were employed by AngoAlissar, but
the next year, 5 warehouses were added and the
company started to diversify. It began manufacturing
mattresses, plastic bags and PVC pipes. In 1994, the
growth of the structure continued with the geographi-
cal expansion: AngoAlissar opened new points of sale
in Luanda and in other provinces (Lobito, Namibe,
Lubango) and in Huambo, Cabinda and Malanje in
2004. With 53 warehouses and points of sale, the
whole nation is covered through the branches of ex-
clusive agents and with its own delivery network, the
distributor offers an efficient service to its clients: bak-
eries, pastries, supermarkets, restaurants or hotels.
In 2010, AngoAlissar has a market leading position in
canned, bottled and bagged products and is the dis-
tributor of premium brands like L’Aigle du Nord, Bela
Vida, Biba, Donatella, Pepsi, 7up, SoKlin, or La Vache
qui rit. The product line is very broad, to adapt to every
need and to different purchasing powers.
It has a strategic approach to the industry. The com-
pany is involved in all the stages, from sourcing to
delivery and production. Even though commodities
are the main focus, AngoAlissar is also distributing
medical products of GSK or Procter and Gamble for
example, that represent the future of Angola. As the
requirements of the clients are changing, AngoAlissar
is adapting by moving from wholesale to retail.
The competition in the food distribution industry is
quite tough but AngoAlissar is fighting for market
share and ranks 2nd with a turnover of 505million
USD in 2010. The focus is put on innovation and
marketing to respond to the expectations of custom-
ers and even exceed them. With 1200 employees,
AngoAlissar pays special attention to leveraging the
strengths of its workforce and building on its know-
how. The company also has an interest in societal
matters and is involved in community, educational
or donations programs: it supports two orphanages
in Luanda by providing them with food, and plans to
build two schools as well.
C. WOERMANN ANGOLA, LDA
Michael Christian Geyer
Managing Director
CP 3419
Bairro Petrangol, Luanda.
Estrada de Cacuaco km 4,5 - Luanda
Tel : +244-222 011 094 / 222 011 095
Cell: +244 937 003 100 / 937 003 101
info@woermann-angola.com
www.woermann-angola.com
Activity: technical equipment provider
Date of Creation: 2005
No. Employees: >100
C. WOERMANN was founded in 1837 in Hamburg
and has over 175 years of experience in Africa, with
now import companies in Ghana, Nigeria and An-
gola, who offer a wide range of technical equipment.
All of these subsidiaries work with extensive inven-
tory, sales network, workshops and after-sales ser-
vice. With a high technical competence and a very
long lasting experience, the most suitable products
are selected for the specific requirements of African
customers. C. WOERMANN represents renowned
manufacturers of world-famous brands in various
African countries and has decade long relations with
further countries like Ethiopia, Guinea, Sudan, Equa-
torial Guinea and others.
Created in 2005, C. Woermann Angola wants to con-
tribute to the development of Angola after a difficult
period of transition, thanks to its activity of provider
of machines, generators, equipment and spare parts
for industries, specialized companies, offices and
agricultural businesses.
The activity is divided into three departments: the
truck parts, the machinery and the sundries, which
includes products such as belts for trucks, power
tools, bottle jacks or batteries. As a general importer
and wholesaler, C. Woermann represents 40 brands
exclusively. Moreover, C. Woermann does not plan
to have offices spread throughout other provinces
but has a large network of distribution and resellers
that covers all the country.
The implantation of C. Woermann in Angola has
been planned as a long term investment. In fact, the
strategy is to stay in the country many years and in-
vestments are made in many fields such as the local
workforce training. Starting with 2 employees back in
2005, C. Woermann has now a staff counting more
than 100 people, among whom 95% are locals. Part of
the training is done internally, but some workers are