Answer to Question #226482 in Marketing for kofi

Question

DUNA INCORPORATED is a business conglomerate that produces a variety of beverages (alcoholic and non-alcoholic], Food products (Noodles and Canned Foods) and Personal Care Items. They had been operating in the Nigerian Market for five (5) years and a study conducted by their Research and Development division observed the Nigerian market as vast with great but unequal opportunities. They are therefore in a quandary over which aspects of their business to keep, restructure, sell or invest more in. Using your knowledge of marketing strategy, advise DUNA INCORPORATED on the most appropriate course(s) of action and the implications of any such actions

Answer 1

The course of action should be to conduct a thorough SWOT analysis for understanding the Strength, weaknesses, opportunities, and threats in the market. The second analysis that should be done is PESTLE - To understand the political, economic, social, technological. Legislative and environmental aspects of Nigeria. To understand the consumers' perception of DUNA's products, consumer behavior should be analyzed to understand their emotional, mental, and behavioral responses. Through these analyses, the gap can be identified, and a strategy can be formulated accordingly. A decision whether to restructure, sell or reinvest can be taken after going through the results.