Due to the harsh situation that exists in Africa - such as diseases, social uprising, ethnic war, serious unemployment - and with its 54 countries with different growth rates, infrastructure, trade agreement, tax regulations, different consumer patterns, culture and level of technological, it appears difficult to conduct a profitable business there. Companies wanting to survive and succeed in such challenging environment need to build their core competitive and develop their own unique development strategy. The company's strategy is vital for all companies, deciding the sustainable development of the enterprise.
Based on a case study of Nestle Company in Nigeria, this paper focuses on the development strategy of the African market development strategy for the African research. First of all, on the basis of the research background and significance, the external development environment of the Company in Nigeria has been studied, through the applied management theory of strategic management, marketing, management economics, the PESTEL analysis method and the Porter’s five forces model. From the internal resources and ability of Nestle Nigeria Plc, this paper expounds the internal conditions of the company. Afterwards, the opportunities, threats, advantages and disadvantages of the company will be explored via a SWOT analysis. At the end, the factors of Nestlé’s success in Africa will be studied in depth, its key success in Nigeria explained and some strategies for the development of other companies in Africa enumerated in order to provide some guidance and valuable suggestions for those companies.
Table of Contents
- CHAPTER 1: INTRODUCTION
- 1.1 Background
- 1.2 Research objectives/purpose
- 1.3 Interest of the study
- 1.4 Key problem to be resolved/problematic
- 1.5 Research questions
- 1.6 Research method
- 1.7 Limitation
- 1.8 Recommendations/suggestions
- 1.9 Keywords definition
- CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK
- 2.1 Introduction
- 2.2 Strategy introduction
- 2.2.1 Missions, objectives and strategies within an organization
- 2.2.2 Strategic orientation of firms
- 2.3 Marketing strategy
- 2.4 PESTEL Analysis
- 2.5 Porter's five forces model analysis
- 2.6 SWOT Analysis
- 2.7 Marketing mix analysis
- 2.8 Segmentation, Targeting, and Positioning
- CHAPTER 3: RESEARCH METHOD AND DATA ANALYSIS
- 3.1 Research method
- 3.2 Data analysis: macro factors environment analysis
- 3.2.1 Dimensions of market analysis
- 3.2.2 Analysis of market dimensions in Nigerian manufacturing industry
- 3.2.3 Competitors analysis in Nigerian agro-food industry
- 3.3 Porter's five forces analysis in Nigerian manufacturing industry
- 3.4 SWOT analysis of Nestle Nigeria PLC
- 3.4.1 Brief introduction of Nestle S.A (organization's mission, vision, and products)
- 3.4.2 Nestle Nigeria PLC
- 3.4.3 Nestle Nigeria Plc organizational chart
- 3.4.4 Micro analysis of Nestle Nigeria PLC
- 3.4.5 SWOT analysis of Nestle Nigeria Plc
- CHAPTER 4: STRATEGY DEVELOPMENT AND OUTCOME
- 4.1 Introduction
- 4.2 Nestle Nigeria Plc marketing mix analysis
- 4.2.1 Brands and Products
- 4.2.2 Prices
- 4.2.3 Place (distribution)
- 4.2.4 The Promotion
- 4.3 Nestle Nigeria Plc market segmentation/targeting and positioning
- 4.3.1 Bases for Segmentation
- 4.3.2 Target Marketing
- 4.3.3 Positioning strategy
- 4.4 Outcome analysis
Objectives and Key Themes
This thesis aims to investigate the market development strategy of Nestle Nigeria PLC, providing insights into successful business practices within the challenging African market. The study utilizes a case study approach, analyzing Nestle's strategies within the Nigerian context and extrapolating potential lessons for other companies operating in Africa.
- Market development strategies in Africa
- Competitive analysis within the Nigerian market
- Application of strategic management frameworks (SWOT, PESTEL, Porter's Five Forces)
- Nestle Nigeria PLC's marketing mix and its effectiveness
- Factors contributing to Nestle's success in Nigeria
Chapter Summaries
CHAPTER 1: INTRODUCTION: This chapter sets the stage for the thesis, introducing the complexities of the African market, particularly focusing on Nigeria. It highlights the challenges of doing business in Africa, emphasizing the need for robust and adaptable strategies. The chapter clearly defines the research objectives, the specific problem being addressed, the research questions, methodology, limitations, and suggestions for future research. It lays the groundwork for the subsequent chapters by framing the central research problem and its significance.
CHAPTER 2: LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK: This chapter provides a comprehensive review of relevant literature and establishes the theoretical foundations for the study. It explores various strategic management concepts, marketing strategies, and analytical frameworks such as PESTEL analysis, Porter's Five Forces model, and SWOT analysis. This chapter links existing academic knowledge to the practical case study, providing a robust theoretical basis for interpreting the findings.
CHAPTER 3: RESEARCH METHOD AND DATA ANALYSIS: This chapter details the research methodology employed in the study, including the data collection and analysis techniques. It describes the approach used for analyzing macro-environmental factors, market analysis (including competitor analysis), and the application of Porter’s Five Forces framework to the Nigerian manufacturing industry. A significant portion of this chapter is dedicated to a SWOT analysis of Nestle Nigeria PLC, offering a comprehensive assessment of its internal strengths and weaknesses, as well as external opportunities and threats.
CHAPTER 4: STRATEGY DEVELOPMENT AND OUTCOME: This chapter delves into the specifics of Nestle Nigeria PLC's marketing mix, examining its branding, pricing, distribution, and promotional strategies. It also analyzes the company's market segmentation, targeting, and positioning strategies. Through detailed analysis, it demonstrates how Nestle's strategies align with the frameworks discussed in Chapter 2, and explores the outcomes of these strategies in the Nigerian market.
Keywords
Nestle Nigeria PLC, African Market, Market Development Strategy, SWOT Analysis, PESTEL Analysis, Porter's Five Forces, Marketing Strategy, Competitive Advantage, Case Study, Nigeria
Frequently Asked Questions: Nestle Nigeria PLC Market Development Strategy
What is this document about?
This document provides a comprehensive preview of a thesis investigating the market development strategy of Nestle Nigeria PLC. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The thesis uses a case study approach to analyze Nestle's strategies in the Nigerian market and draw broader lessons applicable to other companies operating in Africa.
What are the main objectives of the thesis?
The thesis aims to investigate Nestle Nigeria PLC's market development strategy, offering insights into successful business practices in the challenging African market. It analyzes Nestle's strategies within the Nigerian context and explores potential lessons for other businesses in Africa. Key themes include market development strategies in Africa, competitive analysis in the Nigerian market, application of strategic management frameworks (SWOT, PESTEL, Porter's Five Forces), Nestle Nigeria PLC's marketing mix, and factors contributing to Nestle's success in Nigeria.
What is covered in Chapter 1: Introduction?
Chapter 1 sets the context, introduces the challenges of the African market (especially Nigeria), defines research objectives, the problem addressed, research questions, methodology, limitations, and suggestions for future research. It essentially lays the groundwork for the entire thesis.
What is covered in Chapter 2: Literature Review and Conceptual Framework?
Chapter 2 reviews relevant literature and establishes the theoretical foundation. It explores strategic management concepts, marketing strategies, and analytical frameworks like PESTEL analysis, Porter's Five Forces model, and SWOT analysis, connecting existing academic knowledge to the case study.
What is covered in Chapter 3: Research Method and Data Analysis?
Chapter 3 details the research methodology, data collection, and analysis techniques. It describes the analysis of macro-environmental factors, market analysis (including competitor analysis), and the application of Porter's Five Forces to the Nigerian manufacturing industry. A major focus is on a SWOT analysis of Nestle Nigeria PLC, assessing its internal strengths and weaknesses, and external opportunities and threats.
What is covered in Chapter 4: Strategy Development and Outcome?
Chapter 4 examines Nestle Nigeria PLC's marketing mix (branding, pricing, distribution, promotion), market segmentation, targeting, and positioning strategies. It shows how Nestle's strategies align with the frameworks in Chapter 2 and analyzes the outcomes of these strategies in the Nigerian market.
What key strategic management frameworks are used in the thesis?
The thesis utilizes several key frameworks, including SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), PESTEL analysis (Political, Economic, Social, Technological, Environmental, Legal), and Porter's Five Forces model (analyzing competitive intensity).
What is the focus on Nestle Nigeria PLC?
The thesis uses Nestle Nigeria PLC as a case study to illustrate and analyze market development strategies within the complex Nigerian market. The analysis includes examining its marketing mix, competitive positioning, and overall success factors.
What are the key words associated with this thesis?
Key words include: Nestle Nigeria PLC, African Market, Market Development Strategy, SWOT Analysis, PESTEL Analysis, Porter's Five Forces, Marketing Strategy, Competitive Advantage, Case Study, Nigeria.
- Citar trabajo
- Alice Enama (Autor), 2017, Research on Market Development Strategy in Africa. A Case Study of Nestle Nigeria PLC, Múnich, GRIN Verlag, https://www.grin.com/document/372215
