Market Analysis and Marketing Strategy
The outskirts of Maseru including MASOWE, Ha Foso, and the area bordering Ha
`Nelese and Masianokeng are new suburban residential areas with large housing
development projects. Many of the houses build in these areas are financed by
banks and therefore built by contractors. The contractors are our primary customers.
They typically order our bricks in large volumes of at least 30 000 bricks.
In general, the housing developments are for middle to upper income households
with access to social media like Facebook. We have been able to leverage this by
sponsoring Facebook advertisements and so get some of our orders through the
platform. We also distribute flyers at strategic locations such as hardware. None of
our competitors are doing this. In addition, customers seem to prefer the
convenience of a free delivery service within a short lead time from placement of an
order.