You are the CEO of AfriTech Solutions, a Nairobi-based fintech startup specializing in mobile banking services for unbanked populations in East Africa. After three years of rapid

Assignment 2:

You are the CEO of AfriTech Solutions, a Nairobi-based fintech startup specializing in mobile banking services for unbanked populations in East Africa. After three years of rapid growth, the company faces critical challenges, such as competitors (e.g., M-Pesa, Airtel Money) dominate Kenya and Tanzania, squeezing profit margins and new Central Bank policies mandate stricter data privacy and capital requirements, increasing operational costs. Further, the board demands expansion into West Africa (Nigeria/Ghana), but cultural and infrastructural differences pose risks. AfriTech’s board proposes aggressive user-data monetization to offset regulatory costs, but this could violate customer trust

You are required to:

Evaluate whether AfriTech should adopt a cost leadership, differentiation, or best-cost strategy to compete in East Africa.

Use the product life cycle model, analyze AfriTech’s current stage and propose one innovation strategy (incremental/disruptive) to rejuvenate demand.

Apply the CAGE framework to compare Nigeria and Ghana as potential expansion targets. Which country aligns better with AfriTech’s capabilities?

Advise the board on its proposal for aggressive user-data monetization to offset regulatory costs.

Readings

• students are encouraged to use various resources.