Marketing Audit Guinness Nigeria - 2245 Words

Scenario Diageo Africa is a  £1bn net sales value,  £300m trading profit drinks business that operates in over 40 markets across Africa through various business models including publicly quoted companies, joint ventures and licensed brewing arrangements. In Nigeria it trades under the name Guinness Nigeria and will be referred to as such from this point. Over the past few years Africa has been Diageo’s most dynamic growth region, delivering the highest proportion of its global growth. Guinness is by far Diageo’s largest brand in Africa accounting for over 30% of the region’s turnover and profits. Moreover in the last few years it has consistently delivered double digit growth. Nigeria overtook Ireland in 2007 as the second largest†¦show more content†¦* The political environment in Nigeria is stable and will encourage more foreign investors * â€Å"Research shows that political stability is a key component in the rise in beer consumption in Africa,† said Andrew Holland, drinks analyst at Evolution Securities, a stockbroker. â€Å"The fact that the Nigerian market has grown so strongly has a lot to do with the relative civil calm.† (The times 2009 Mathew Goodman) | Economic * A growing middle class with more buying power * GDP is growing due to oil revenues * Continued private sector investment * â€Å"Nigeria is one of the top 10 fastest-growing drinks markets in the world† (Sarah Rundell 1/10/2009 African Business magazine) * Nigeria has however been affected by the global downturn and this has affected Heineken owned Nigeria Breweries business * Nigeria is attracting investment from foreign retailers such as â €˜Park n Shop’ | Social * In addition, there is a growing number of expatriate Nigerians returning home and â€Å"bringing Western culture to Africa†, (The Sunday Times) * Alcohol consumption is a social activity. People rarely drink alone which reflects in a strong on trade market * Drinking is traditionally done in bars but high crime rates mean that people are less likely to go out for the evening for fear ofShow MoreRelatedStrategic Marketing Management337596 Words   |  1351 PagesStrategic Marketing Management Dedication This book is dedicated to the authors’ wives – Gillian and Rosie – and to Ben Gilligan for their support while it was being written. Acknowledgements Our thanks go to Janice Nunn for all the effort that she put in to the preparation of the manuscript. Strategic Marketing Management Planning, implementation and control Third edition Richard M.S. Wilson Emeritus Professor of Business Administration The Business School Loughborough University Read MoreGsk Annual Report 2010135604 Words   |  543 PagesThrough our global restructuring programme, we have removed  £1.7 billion of cost since 2008 and are on track to deliver our target of  £2.2 billion of annual savings by 2012. These savings have been extracted from our developed country sales and marketing, support functions, RD and manufacturing infrastructure and reinvested in higher returning activities such as Emerging Markets, vaccines and Consumer Healthcare. Our plans †¢ Evolve our commercial model †¢ Re-shape manufacturing †¢ Streamline ourRead MoreEffects of Corruption in the Phil.14311 Words   |  58 Pages(often with the collusion of the payer, in effect combining theft with bribery) steal cash from treasures, extend advances to themselves that are never repaid, or draw pay for fictitious â€Å"ghost† workers, a pattern well documented in the reports of audit authorities. For example former Philippines president Ferdinant Morcos was accused of stealing millions of dollars, much of it in American foreign aid. In another example in Iran-Contra affair in which profits from the sale of US government property