CFA in 1975, reached more than 24 billion in 1985 and then fell to 22.7 billion in 1990. The product range was extended in 1981 with the introduction of chocolate drinks and new kinds of instant coffee. The individual doses of instant coffee and chocolate drinks, in particular, were a great success. These innovations were Introduced by Capral itself as a response to the needs of the market. Table 11.15 shows that Capral is very efficient in both domestic and export markets.
Exports are mainly instant coffee destined for Africa, the Middle East and Greece.
The company has regularly increased the portion of its products which are exported while strengthening its mastery of the domestic market. Its domestic market share increased from 82 per cent in 1975 to more than 83 per cent, on average, between 1980 and 1990. The involvement of Capral in both the domestic and export markets challenges the conventional views according to which export orientation strategies are opposed to domestic market development. See Table 11.4 for definitions of these ratios. This productivity level is well above the average staff unit cost, which averages 1.4.