Transcription of 1.0 INTRODUCTION - New Essays
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1.0 INTRODUCTION - New Essays
Marketing &Operations Strategy Business Report - INTRODUCTIONThis report proposes to discuss the current marketing and operations strategies utilised by theDangote Group of Nigeria - in order to deliver sustainable customer value to consumerswithin Nigerian market. This sustainable customer value is delivered in an attempt to ensurethesafetyof market share, andincreasetheprofitabilityandrevenueof report will also investigate Dangote s ability to introduce a newproduct into the currentportfolio of products already being offered to the market of Nigeria, and howthe currentbusiness practices, andmarketingstrategies will best suit the introductionof this newproduct, whilst still supporting the existing product ObjectivesThe overall objectives of this report are to: Conduct an evaluation of the existing market strategies being undertaken by Dangote Investigate the impact and mechanisms for introducing a new product into the existingproduct portfolio, in order to appeal to both new and current consumers Explainhowthe various marketingandoperational strategies formulatedby theorganisationcanworktogethertoensureas uccessful INTRODUCTION , planning,implementation, and monitoring of the new product Establish the extent to which both the existing marketing and operational activities,andthose proposedby the launchof the newproduct, will provide sustainabl
market (Keegan, 2001). According to Ansoff’s matrix (represented below), the introduction of a new product will involve a high level of risks (discussed further in the following section) and this will require careful marketing and operational strategies in order to keep costs manageable and minimise the risks to the company.
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