Examine the activities that a chosen organization undertakes to scan/monitor its marketing environment. Using relevant examples, evaluate how successful the organization’s environmental strategy is and suggest how this strategy can be improved.
The first part of this two-part essay takes a look at the demographic and lifestyle developments that have occurred in Nigeria in the period between 2000 and 2009, and also evaluate the key social cultural trends that have stemmed out of them. This section will also look at how these developments have impacted two Nigerian Companies, Chi Nigeria Limited and Guaranty Trust Bank, with the aim of identifying their various marketing strategies in response to these changes.
The second part of the essay will examine the activities Oildata Wireline Services undertakes to scan its marketing environment. This will involve a look at the internal and external activities, which are carried out to identify changes and trends in the macro environment.
Nigeria: Country Profile
Nigeria, a former British colony, lies on the West Coast of Africa. It is the tenth largest and the most populous country on the continent. It occupies approximately 923,768 square kilometers of land, bordered in the north by Niger and Chad, in the east by Cameroon, in the west by Benin and in the south by the Atlantic Ocean. It is a country richly blessed in mineral, forest and water resources, though 70% of the country’s annual revenue comes from crude oil export and royalties (UNDP, 2004). After various military regimes since 1960, punctuated by short spells of democratic regimes, Nigeria finally returned to democratic rule in 1999.
Nigeria has a population of approximately 150 million people. Over this period the country has maintained a stable populate growth rate of 2.4%. However, according to Euromonitor (2010), the Nigerian population is slowly aging, though not as fast as many Western countries. This may be attributable to the fact that there has been a slow and steady decline in birth rate from 42 birth/ 1000 people to about 39.8 births/1000pepole in 2009 (World Bank, 2010). Likewise fertility rate declined from 5.86% to 5.7% in the same period (World Bank, 2010). These trends are a reflection of more women becoming educated and entering the workforce despite a high rate of national unemployment. Therefore more women are postponing or having fewer children (Euromonitor, 2010).
The rate of urbanization has also increased over the past decade with increased migration to urban areas. This is despite the slow pace of urban renewal. The lure of white-collar jobs and education seem to be the primary drivers for this population flow. The average annual growth rate of urban population between 2000 and 2008 was 4%, with urban population accounting for about 49% of entire population in 2009 up from 42.5% in 2000 (Euromonitor, 2010)
With in increasing economically active female population, driven also by to increase household income the traditional roles of women as home keepers and housewives is rapidly changing. However, in recent years men have become less able to act as the sole providers due to structural unemployment and low real wage growth, causing more women to undertake work outside the home (Omar and Ogenyi 2006 cited in Ogenyi 2008). Thus, women’s roles as financial providers for the household have been evolving over the same period. The number of economically active women grew by 18.3% between 2004 and 2009(Euromonitor, 2010)
These traditional roles of women in households and how Nigerians see themselves...