nile special
Neutral consultancy for Nile Breweries
Abstract
Research proposal for the market research about Nile Special in the Dutch market.
Table of Contents
Introduction and research background
We are five IBMS students who are learning to conduct a proper market research during the course Introduction to Market Research (IMR). In the IMR project we focus on the macro- and microenvironment of the product. We will research the potential of our chosen product in the Dutch market.
The product we have chosen is a beer from Uganda called Nile Special and it’s produced by Nile Breweries. Nile Breweries was founded in 1951 by a group of businessmen associated with the Construction of Owen Falls Dam at the Source of River Nile. Muljibhai Madhvani and Company, an Asian-Ugandan entrepreneur bought and run the company between 1957 and 1971. In 1971 the company changed management as Idi Amin expelled Asians from Uganda. In 1992 the Ugandan government returned the management of the brewery to the Madhavani Group. It currently produces 8 kinds of beer including castle lager, Club Pilsner, Nile special, Redds, Chairman’s, Grolsch, Nile Gold, Eagle larger and other smaller and less popular beers. Since 2006, a large amount of money has been spent to acquire state of the art machinery therefore helping capacity of the company’s production increase.
Nile Breweries have a vision to be the leader in market share, product quality and be a highly ranked beer globally. This means they are aiming to be a dominant force in today’s market and on top of that, they have set a mission stating that they want to be a consumer’s first choice1.
In our research, we lay the focus on competition, consumer and the market. We must get to know those three factors thorough. We cannot consult our client about entering the Dutch market without any bases on market structure, direct &
Abstract
Research proposal for the market research about Nile Special in the Dutch market.
Table of Contents
Introduction and research background
We are five IBMS students who are learning to conduct a proper market research during the course Introduction to Market Research (IMR). In the IMR project we focus on the macro- and microenvironment of the product. We will research the potential of our chosen product in the Dutch market.
The product we have chosen is a beer from Uganda called Nile Special and it’s produced by Nile Breweries. Nile Breweries was founded in 1951 by a group of businessmen associated with the Construction of Owen Falls Dam at the Source of River Nile. Muljibhai Madhvani and Company, an Asian-Ugandan entrepreneur bought and run the company between 1957 and 1971. In 1971 the company changed management as Idi Amin expelled Asians from Uganda. In 1992 the Ugandan government returned the management of the brewery to the Madhavani Group. It currently produces 8 kinds of beer including castle lager, Club Pilsner, Nile special, Redds, Chairman’s, Grolsch, Nile Gold, Eagle larger and other smaller and less popular beers. Since 2006, a large amount of money has been spent to acquire state of the art machinery therefore helping capacity of the company’s production increase.
Nile Breweries have a vision to be the leader in market share, product quality and be a highly ranked beer globally. This means they are aiming to be a dominant force in today’s market and on top of that, they have set a mission stating that they want to be a consumer’s first choice1.
In our research, we lay the focus on competition, consumer and the market. We must get to know those three factors thorough. We cannot consult our client about entering the Dutch market without any bases on market structure, direct &