Answer to Question #226505 in Marketing for Clem

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, advice DUNA INCORPORATED on the most appropriate course(s) of
action and the implications of any such actions.

Answer 1

Answer

The next step should be to conduct a thorough SWOT analysis of the market to understand its strengths, weaknesses, opportunities, and threats. The second analysis should be PESTLE, which is used to understand Nigeria's political, economic, social, technological, legislative, and environmental aspects. In order to understand consumers' perceptions of DUNA's products, consumer behavior should be analyzed to understand their emotional, mental, and behavioral responses. As a result of these analyses, the gap can be identified and a strategy developed. Following a review of the findings, you can decide whether to restructure, sell, or reinvest.