nestle in ghana
GSM5200 MARKETING MANAGEMENT - GROUP STUDY
Nestlé (Ghana) Ltd. “An Analysis on Situation and Marketing Strategy Proposal to Maintain Brand Equity and Expand Brand Penetration of Nestle Products in Ghana, West Africa”
“How to effectively expand market in least developing countries” is the major issue found in the case. This consists of derived issues faced by the company which can be correlated with marketing studies. By The American Marketing Association, marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.1 This report conveys marketing problems evaluated as well as recommendations to answer.
The first marketing issue in this case is determining the best strategies in penetrating market based on the situation in Ghana. Beside the unstable condition in the country, Nestle also faced immense competition with rival cocoa-drink manufactures such as Cadbury, Cocoa Processing Company and NABB Brothers. Therefore, to sustain and grow the business, the company needs to establish a clear innovative marketing and road to market strategy. This strategy should address the company’s objective in term of distribution expansion, competitor rivalry as well as to maintain profit margin. Nestle may consider implementing the following marketing strategies:
1) Management Control – with the managing director, director of marketing, sales manager and plant engineer positions being filled by white expatriates, the company should be more effective in controlling its activities and business processes in Ghana.
2) Increase in Market Share can be achieved by increasing the quality. The Management might need to conduct market surveys, as well as improve the level of promotion and marketing.
3) Product Analysis – As a leading brand in premium segment, Nestle should create good customer satisfaction and retention as
Nestlé (Ghana) Ltd. “An Analysis on Situation and Marketing Strategy Proposal to Maintain Brand Equity and Expand Brand Penetration of Nestle Products in Ghana, West Africa”
“How to effectively expand market in least developing countries” is the major issue found in the case. This consists of derived issues faced by the company which can be correlated with marketing studies. By The American Marketing Association, marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.1 This report conveys marketing problems evaluated as well as recommendations to answer.
The first marketing issue in this case is determining the best strategies in penetrating market based on the situation in Ghana. Beside the unstable condition in the country, Nestle also faced immense competition with rival cocoa-drink manufactures such as Cadbury, Cocoa Processing Company and NABB Brothers. Therefore, to sustain and grow the business, the company needs to establish a clear innovative marketing and road to market strategy. This strategy should address the company’s objective in term of distribution expansion, competitor rivalry as well as to maintain profit margin. Nestle may consider implementing the following marketing strategies:
1) Management Control – with the managing director, director of marketing, sales manager and plant engineer positions being filled by white expatriates, the company should be more effective in controlling its activities and business processes in Ghana.
2) Increase in Market Share can be achieved by increasing the quality. The Management might need to conduct market surveys, as well as improve the level of promotion and marketing.
3) Product Analysis – As a leading brand in premium segment, Nestle should create good customer satisfaction and retention as