alder case study

In an effort to revive and enhance the Nigerian economy, the Federal Government embarked on various reform initiatives including port sector reform. The port sector reform was aimed at developing a port system that is responsive, robust, private sector driven and in line with international best practices.

The Nigerian Ports Authority approached Alder Consulting with a desire to develop a holistic brand strategy that would help refocus and reenergise the organisation for the post reform era.

The Nigerian Ports Authority is a Federal Government owned agency that is commercially oriented. Its vision is to be the leading port in Africa.

The following were identified as key issues and challenges facing the NPA:

Inefficiency

Lack of proper implementation of processes

Bureaucracy

Below-par staff performance

Lack of training and proper skills development

Poor customer service

Absence of strong staff culture

Poor staff motivation

In  February 2008, a strategy retreat was facilitated for key upper and mid-level management staff.

Prior to the retreat, a brand audit of NPA was done which polled responses from NPA’s management, employees, customers and enterprise publics. The key issues confronting the system were identified and presented.

During the retreat, the organisation’s brand fundamentals were developed as key determinants of NPA’s image.  The fundamentals included the conceptual definition of  NPA, its vision, mission, values, and culture.

Further to this, an employee brand manual was developed and distributed to all staff.

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