Marketing Audit Guinness Nigeria
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 global market for Guinness, however beer volumes in Nigeria are in decline and measures need to be taken to strengthen its position. Guinness faces the challenge of competing with Diageo’s own local lagers as well as local and international competitors (both lagers and stouts). Guinness particularly needs to consolidate its position in Nigeria due to the entry of a new brewer to the market which is selling cheap beer.
“The two giants face a fresh threat — SABMiller, the biggest brewer on the continent, has now entered the fray, acquiring Pabod, a small Nigerian beer-maker, in a move it regards as “a toe in the water”. Reference point 1 Times
This is all against the backdrop of fast changing social, economic and political climates that prevail in Africa. This report will advise Diageo Africa on a XXX strategy for redefining its xxxx consumer xxx
This report will appraise Diageo’s current strategy, which currently focuses on middle class consumers... It will review the changes within the Nigerian beer market and identify opportunities and challenges for Guinness Nigeria. By examining analysing the macro and micro environment, it will demonstrate how this may impact on the organisation and highlight how the new marketing plan
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 global market for Guinness, however beer volumes in Nigeria are in decline and measures need to be taken to strengthen its position. Guinness faces the challenge of competing with Diageo’s own local lagers as well as local and international competitors (both lagers and stouts). Guinness particularly needs to consolidate its position in Nigeria due to the entry of a new brewer to the market which is selling cheap beer.
“The two giants face a fresh threat — SABMiller, the biggest brewer on the continent, has now entered the fray, acquiring Pabod, a small Nigerian beer-maker, in a move it regards as “a toe in the water”. Reference point 1 Times
This is all against the backdrop of fast changing social, economic and political climates that prevail in Africa. This report will advise Diageo Africa on a XXX strategy for redefining its xxxx consumer xxx
This report will appraise Diageo’s current strategy, which currently focuses on middle class consumers... It will review the changes within the Nigerian beer market and identify opportunities and challenges for Guinness Nigeria. By examining analysing the macro and micro environment, it will demonstrate how this may impact on the organisation and highlight how the new marketing plan