Marketing & Operations Strategy Business Report

Marketing & Operations Strategy Business Report

1.0 INTRODUCTION
This report proposes to discuss the current marketing and operations strategies utilised by the
Dangote Group of Nigeria - in order to deliver sustainable customer value to consumers within Nigerian market. This sustainable customer value is delivered in an attempt to ensure the safety of market share, and increase the profitability and revenue of the existing organisation. This report will also investigate Dangote’s ability to introduce a new product into the current portfolio of products already being offered to the market of Nigeria, and how the current business practices, and marketing strategies will best suit the introduction of this new product, whilst still supporting the existing product range.

1.1 Objectives

The overall objectives of this report are to:

Ø

Conduct an evaluation of the existing market strategies being undertaken by Dangote

Ø

Investigate the impact and mechanisms for introducing a new product into the existing product portfolio, in order to appeal to both new and current consumers

Ø

Explain how the various marketing and operational strategies formulated by the organisation can work together to ensure a successful introduction, planning, implementation, and monitoring of the new product

Ø

Establish the extent to which both the existing marketing and operational activities, and those proposed by the launch of the new product, will provide sustainable customer value in the long term

www.newessays.co.uk

Marketing & Operations Strategy Business Report - Sample
2

ANALYSIS

2.1

The Current Situation

2.1.1

Company Background

Established in May of 1981 as a cement manufacturer, the Dangote Group has expanded over the years to become one of the most diversified business conglomerates in Africa, and has established a brand reputation that is associated with high quality products and excellent business practices.

References: Armstrong. G., Kotler. P., Harker. H., and Brennan. R. (2009). Marketing: An introduction. Aster, G. (2009). Research shows maize production in Africa can be doubled. IITA. 12 May 2009. Beegle, K. (2011). Living Standards Measurement Study: When data collection is intrepid. Chaffey, D. and Smith, P. R. (2008). eMarketing eXcellence: Planning and optimizing your digital marketing CIA World Factbook. (2011). Nigeria Economy 2011. [Online]. Available from: http://www.theodora.com/wfbcurrent/nigeria/nigeria_economy.html. Evans. M.M., Foxall. G., and Jamal. A. (2009). Consumer Behaviour. England: John Wiley & Sons. Financial Report. (2010). Annual Reports for Investors. [Online]. Available from: http://www.dangote-group.com/Investorrelations/annualreport.aspx. Indexmundi. (2011). Nigeria Demographic Profile 2011. [Online]. Available from: http://www.indexmundi.com/nigeria/demographics_profile.html. Iken, J.E. and Amusa, N.A. (2004). Maize Research and Production in Nigeria. African Journal of Biotechnology Keegan. W.J. (2001). Global Marketing Management. Seventh Edition. UK: Pearson Education. Kourdi. J. (2009). Business Strategy: A Guide to Effective Decision-Making. 2nd Edition. Lynch. R. (2008). Strategic Management. 5th Edition. England: Pearson Education Ltd. McCann, J. (2006). Maize, Africa’s new world crop. The Globalist. January 3rd 2006. McDonald. M. and Wilson. H. (2011). Marketing Strategies: How to prepare them, how to use them (2011). Porter. M. (2004). Competitive Strategy: Techniques for Analyzing Industries and Competitors Schmitt, B.H. (2000). Experiential Marketing. New York: Free Press. Smith, J., Barau, A. D., Golman,A., and Mareck, J.H. (1994). The Role of Technology in Agricultural Intensification: The Evolution of Maize Production in the Northern Guinea Whittington. R. (2000). What is Strategy: Does it matter? 2nd Edition. England: Cengage Learning.