Marketing Plan of Lafarge

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1.0Company’s overview …………………………………………………………………….3 1.1Product…………………………………………………………………………………....3 2.0SWOT Analysis………………………………………………………………………...…3 2.1Strengths……………………………………………………………………………….…3 2.2Weaknesses…………………………………………………………………………….…4 2.3Opportunities……………………………………………………………..………………4 2.4Threats……………………………………………………………………………………4 3.0PESTLE Analysis……………………………………………………..….………………5 3.1Political…………………………………………………………………….…..…………5 3.2Economic……………………………………………………………...…….……………5 3.3Social………………………………………………………………………….….………6 3.4Technological……………………………………………………………………..………6 3.5Legal…………………………………………………………………….…….….………7 3.6Ecological………………………………………………………………………..….……7 4.0Current Marketing Analysis………………………………..……………………….….…8 4.1Segmentation…………………………………………………………………….….……8 4.2Targeting………………………………………………………………………...….……8 4.3Positioning…………………………………………………………………………….…9 5.0Market Mix (4Ps) ………………………………………………….………………….…9 5.1Product……………………………………………………………………..……….……9 5.2Price……………………………………………………………………..………….……9 5.3Place……………………………………………………………….……………….……10 5.4Promotion………………………………………………………….………………….…10 6.0Reference List ………………………………………………………………..…………10 SWOT analysis on Lafarge Cement WAPCO Nigeria Plc.

1.0Company Overview
Lafarge Cement WAPCO Nigeria Plc is a cement manufacturing company in Nigeria owned by Lafarge SA, Paris. Base in the South West of Nigeria, Lafarge Cement WAPCO Nigeria Plc is the first and major cement manufacturing company in Nigeria and was established in 1959 with a 60% equity shares owned by Lafarge Group. It has plants in Shagamun and Ewekoro with annual production capacity of 4.5 metric tones (WAPCO, 2012).

1.1Product
Lafarge Cement WAPCO Nigeria Plc manufactures Elephant Portland Cement (also called Elephant Cement).

2.0SWOT Analysis
SWOT is acronym for Strengths, Weaknesses, Opportunities and Threats. SWOT analysis is a simple technique which looks into environment with which an organization exists. Strengths and Weaknesses derives essentially internal and specific environments of the organization while Opportunities and Threats are more outward-looking and seeks to identify the implications of change in the organization’s general and specific external environment.

2.1Strengths
Reputable company with excellent quality product and trusted brand name. •Market leader as it is the first in Nigerian market.
Multinational status with globally experienced Lafarge SA France Group (Adewuyi & Olowookere 2010a, 2010b). •Strong financial position and improving turnover (Ebosele 2012; WAPCO 2011). •Attracting high wages and incentives for employees.

Nearness to source of raw material (limestone).
High production output to meet increasing demand (Adewuyi & Olowookere 2010a, 2010b). •Large own plant with housing facilities for employees avoids additional cost of rental (WAPCO 2011).

2.2Weaknesses
Periodic machinery breakdown reduces output and might pave way for competitors. •Impact of Corruption within the firm.
Dependence on expatriates with high wages demand to handle major technical operations contribute to high production cost. •Employees’ health concerns (Ezeonu & Ezejiofor 1999; Yang, et al. 2003). Adejumo, et al. (1994); Chang, et al. (2011); Olaleye and Oluyemi (2010); Salami, Farounbi and Muoghalu (2002); warned of poisonous gaseous and particulate emissions by-products from the cement manufacturing process. •Location is not easily accessible due to bad road network in Shagamu and Ewekoro. •Stock problem (Currently holding very little stock).

2.3Opportunities
Strong financial position that favours future bank loans and borrowings. •Cheap labour market ensures low cost of production.
Increasing housing projects by investors and government ensures huge promising market. •Rail Shipment of Cement; an advantage over competitors (WAPCO 2011) although there are reports of faulty rail and insufficient rail wagon (PanAfrican...
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