Accumulation of Capabilities – How Indomie Noodles Won Dangote Noodles

Dear Member,

Topic: Accumulation of Capabilities – How Indomie Noodles Won Dangote Noodles

Greetings. We now run the largest management training institution in Africa with thousands of members. Besides our daily perspectives at Tekedia.com, I will be reaching out twice weekly via this medium to engage our community on the mechanics of business systems. Each piece would be prepared to pass across a business lesson.

Business Lesson: When companies acquire and accumulate capabilities, they move upstream and create new competitive advantages which anchor growth. More so, because of the capabilities, they protect their market shares through strategic moats against competitors and new entrants.

Video Case: Indomie Noodles was a pioneer, and an industry category-king in the noodles business in West Africa. Dangote Group saw the opportunities and launched Dangote Noodles, tapping into its accumulated capabilities as an industrialized conglomerate. But Indomie did not fold, it defended its castle, won the battle, and later acquired Dangote Noodles. In this video, I share what happened, and what we can learn.

News: Tekedia Institute has launched the 4th edition of Tekedia Mini-MBA (Feb 8 – May 3 2021). It runs for 12 weeks, 100% online and costs $140 or N50,000. Faculty includes business leaders from Microsoft, KPMG, Shell, Flutterwave, Coca Cola, Infoprive, LaCasera, MTN, etc, under the coordination of Prof. Ndubuisi Ekekwe. To learn more and join, click https://www.tekedia.com/mmba4/

(If you received this via a forward, sign-up here.)

Regards,

Prof. Ndubuisi Ekekwe

Lead Faculty, Tekedia Institute

USA | Nigeria – https://school.tekedia.com/

Register for Tekedia Mini-MBA (June 9 – Sept 6, 2025), and join Prof Ndubuisi Ekekwe and our global faculty; click here.