The Melcom Group of Companies consists of six separate entities:Melcom Limited, Century
Industries Limited, Crownstar Electronic Industries Limited, MelcomHospitality, Melcom Travel
& Tours Limited, and Melcom Care. Melcom Group is best knownfor its retail chain, Melcom
Limited. As Ghana’s largest chain of retail department stores,Melcom is home to thousands of
products and hundreds of well-known brands all under oneroof.
From our humble beginnings in 1989, there has been no stopping ourgrowth of retail stores.
Melcom now has a network of 44 Melcom retail outlets in all sixteenregions of Ghana and 1 online
store. Melcom is proud to have opened what is the single largestshop in the nation (Melcom Plus
in Kaneshie covering an area of over 130,000 square feet). TheGroup is continuing to grow at an
ever increasing rate to meet the changing needs of the country’scustomers. We have conveniently
located outlets in all regions, bringing shopping to the doorstepsof Ghanaians nationwide.
Our aim is to be the preferred shopping destination for all ourcustomers, by offering quality
products at affordable pricing. Known for offering the largestvariety of goods under one roof (at
last count over 25,000 items procured locally as well as fromaround the globe), Melcom has
indeed become a household name in Ghana, where anything andeverything required to furnish
and run a home, school or business is readily available. Bysourcing products from all over the
world, we are able to offer shoppers a huge range of extremelyaffordable goods, leaving
customers spoilt for choice.
Melcom has continuously endeavoured to expand its customer base.The increasing number of
branches, growing product range and rising market share are proofthat the market strategies put
into practice by the Melcom Group have been successful in reachingout to the Ghanaian people.
Melcom goes the extra mile in giving additional benefits to itsesteemed clientele with its various
promotion schemes and loyalty super saver card.
With affordability, variety, uniform pricing and a shop in everymajor city in Ghana, we have
captured the hearts of Ghanaians to become the place “Where GhanaShops”. The Chartered
institute of Marketing of Ghana (CIMG) has also recognised the zealof the company’s employees
and management by awarding Melcom “Best Retail Outlet of the Year”for 5 consecutive years
and eventually inducting the Group into the CIMG’s “Hall of Fame”for a further 10 consecutive
years.
a. Melcom has an online store in addition to the 44 retail outletin all sixteen regions of Ghana.
Illustrating with relevant examples, critically discuss how theonline sales affect Melcom’s
supply chain’s ability to meet customer needs.
b. Using specific examples, describe how you think Melcom isutilizing all the drivers of
supply chain to influence their performance?
c. Propose a suitable transportation network design option for thecompany.
d. Describe a potential challenge that Melcom is likely to facewith the advent of the corona
virus pandemic and suggest how it may deal with this challenge