Master of Business Administration Assignment

Programme Title: University of Wales MBA (Project Management) Student Full Name: Raji Shakirudeen Damilare Student STU number: STU32417 Student Email Address: rajishakur@yahoo.com Module Name: Marketing Management

Word Count: 3994 words Submission Deadline: 21 January, 2013

TABLE OF CONTENTS

CHAPTER PAGE

EXECUTIVE SUMMARY

CHAPTER 1 – SITUATION ANALYSIS ................................................................ 3 - 5

External Analysis .......................................................................... 3

Internal Analysis ............................................................................ 4

SWOT Analysis ............................................................................ 5

CHAPTER 2 – MARKETING OBJECTIVES ............................................................... 6

Brand Description ......................................................................... 6

Corporate Objectives ................................................................... 6

Marketing Objectives (SMART) ..................................................... 6

CHAPTER 3 – MARKETING PLAN ...................................................................... 7-10

Market Segmentation ................................................................... 7

Target Market ............................................................................... 7

Positioning and Differentiation ...................................................... 8

Marketing Mix ............................................................................... 8

Marketing Mix - Global and E-Business .......................................10

CHAPTER 4 – MARKETING BUDGET .....................................................................11

Marketing Budget ........................................................................11

CHAPTER 5 – CONCLUSION .................................................................................12

Conclusions & Recommendations ...............................................12

APPENDICES

Reference

PowerPoint Presentation

EXECUTIVE SUMMARY

Wiggo is a well established German company and one of the leading supermarket outfits in

Europe and North America, established in 1976 with a low-priced business model structure.

In the past 2 years, Wiggo have won the best low-priced supermarket in Europe, whilst

maintaining its quality standard with dedicated staff and loyal suppliers (Aldi, 2013).

The feasibility study will respond to the determination of Wiggo management to continue to

increase market share in its present locations and the need for further market expansion as

highlighted as major priority in the year objective. Choosing an emerging market allows for

market expansion gives a lot of confidence and assurance for success. White areas have

been identified which are still managed by un-organised open market yet unexplored fully.

Although they already have some strong competitors like Shoprite, SPAR etc for the

Nigerian market, but can be sure of strong market increase (U. M Nzeka, 2012).

The Nigerian market remains a great market for retail business, considering its huge

economy and population. Lifestyle of consumers is improving towards the structured retail

market and in addition, is Wiggo’s low-priced business model that will come at the time

poverty is on the increase and economy issues are affecting the standard of living of majority

of the citizens. Wiggo must be able to statistically prove that customers can save up to 50%

compared to its competitors.

The SWOT analysis in this study will help to strongly analyse the major opportunity and

threats that Wiggo is exposed to in the country. Major threat is the volatile political nature of

the country that is considered under control at the moment. Comprehensive market mix will

expose the need for stronger competitive initiative to attain the retail business leadership

within 3 years of establishment in Nigeria. This report must provide detailed market

positioning that will analyse the strength of competitors and the target position on long term

objective. Wiggo management will be convinced from the outcome of this report, to consider

Nigeria as an option for market expansion with the attractive prospect highlighted in the

external analysis.

CHAPTER 1

1.00 SITUATIONAL ANALYSIS

1.01 EXTERNAL ANALYSIS (PESTLE ANALYSIS)

The macro-environment analysis for Wiggo establishment in Nigeria is a huge task,

considering the market peculiarity and strong market base it holds in the African region. We

will need an established tool the PESTLE analysis model to properly identify the external

factors that could be opportunities that can be leveraged upon and possible threats that must

be properly managed.

Political Factors:

Wiggo establishment in Nigeria, the largest country in the Sub-Saharan Africa, with the

largest population in Africa of over 150 million people has come at the right time because the

government is doing a lot to attract foreign investment. The government has put in place

various incentives initiative like tax incentives, economic deregulation, import & exercise duty

reform, import & export incentives etc… to attract foreign investment (EFRN, 2012).

The state of polity in the country is object of concern with the fear of military return,

corruption, crime, ethnical and religious crisis in some part of the country, so far only the

South-Western Nigeria has proven to be rather more stable in polity, couple with the

obsolete and rather too bureaucratic nature of government operations, which may slow down

the completion of all paper works registration.

Economic Factors:

Wiggo is faced with an emerging economy, with high potential to grow. The nation has

recorded about 6.9 % annual GDP growth recorded in the last 5years, having recorded

about 8.4% GDP growth in 2010 with foreign direct investment FDI inflow of 6.1 billion USD

(Economic freedom score, 2012).

Currently, Nigeria‘s retail food sector consists of supermarkets, convenience stores/small groceries, traditional, open-air markets sharing 1.0 percent, 34 percent and 65 percent of total retail food sales, respectively (U. M Nzeka, 2012).

Composition of Nigeria’s retail sector Source : U. M Nzeka, 2012 The chart above shows the huge opportunity from the yet untapped supermarket retail sector and low percentage recorded in the groceries stores, with only very few in the country compared to the populace demand for such outfit. An improved and well structured retail market will create more job opportunity and impact positively on the economy. Targeted consumers possess strong spending power in a largely cash-based economy and

the state continues to influence credit allocations, with inflation rate of about 13.7%, decent

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top income and top corporate tax rate of about 25% and 30% respectively (Economic

freedom score, 2012).

Social Factors:

We will locate our first outfit in the country’s mega city, Nigeria’s commercial capital Lagos which homes about 6% of the nation’s population according to the 2006 national census. However, based on the UN study and the State Regional Master Plan, the State is estimated to have well over 15 million inhabitants with an estimated annual population growth of about 9% (Lagos-NIG, 2007). The major traditional foodstuffs consumed by majority of the population including, corn, sorghum, tubers, and seafood (fish) are predominantly unprocessed and/or semi-processed. However, changing demographics and lifestyles are resulting in increasing consumer preference for wide range of convenience, processed and packaged as well as nutrition foods (U. M Nzeka, 2012). Technological Factors:

Most establishments in the country generates own electricity and source of clean water due

to the deplorable state of the nation’s major infrastructures. The agricultural sector of the

economy remains slightly untapped with a lot of opportunities to develop and excel in

mechanised agriculture, also reducing the chain of supply by establishing mechanised

farming to assured of providing to customers quality and fresh perishable items at a much

reduced cost.

We can also take the advantage of the improved information technology, media and financial

sectors to setup online purchase, electronic payments, social media advertisement, e-

transactions, and systems application program facilities.

Legal Factors:

All processed foods must be registered with National Agency for Food and Drug

Administration and Control (NAFDAC) to be legally importable into Nigeria. Application for

registering regulated products is made by the manufacturer. Foreign manufacturers must

appoint a duly registered Nigerian firm to represent them and handle their product

registration with NAFDAC. This firm is a local importer-distributor desiring to distribute

exporter‘s products in Nigeria (U. M Nzeka, 2012).

There are ban on some food products like wheat flour, millet, frozen beef and poultry

products, pork products, live or dead birds etc… Approvals from other government agencies

are required for smooth start-up of operation.

Environmental Factors:

Infrastructure remains the tool for rapid development and foreign investment incentives in a

nation that is endowed with a lot of human and natural resources. The state of the nation’s

infrastructure is far below expectation. However, she has made important strides toward

improving much of its infrastructure compared to many African peers; Nigeria has relatively

advanced in power, road, rail, and information and communications technology (ICT)

networks that cover extensive areas of the nation’s territory to solve the supply chain related

issues. In recent years, Nigeria has conducted several important infrastructure sector

reforms (Vivien and Pushak, 2011).

1.02 INTERNAL ANALYSIS

As part of Wiggo’s objective to continue to flourish as one of World leading discount food

retailer, its determined to extend reach further to the emerging markets. Wiggo is known to

be successful in chain of grocery stores on purchasing power and carrying only the most

frequently purchased grocery and household items. As a result, get the lowest prices from

our suppliers and pass the savings on to customers. “When you shop at Wiggo, you pay for

food not frills” (Aldi, 2013)

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Adherence to stringent quality standards coupled with well trained and motivated employees

keep Wiggo ahead of others. Being committed is her core principle of simplicity and

customer focus together with responsible use of natural resources and respectful relations

with customer, employees and business partners as the key to its business success. (Lidl,

2013)

Wiggo needs to improve in swift response to customer complaints, proper item description of

shelved items referring to history of customer services in the past (Dooyoo, 2012). Wiggo

doesn’t have its stores evenly distributed across the market it had maintain presence, having

recorded broad variation due to wider range of geographical focus with lower overall store

density. (Nielsen, 2007)

Wiggo is also faced with inconsistent discounting pattern within categories across areas of

its market presence. Loyalty concerns still affects Wiggo strong brands due to effective

advertising that has helped manufacturers differentiate their brands strongly in the mind of

the consumers. Research and effectiveness of data usage by competing retailers is a threat

to its strong presence in the market and maintaining competitive advantage, therefore

showing the need for investment in research and innovation. (Nielsen, 2007)

1.03 SWOT ANALYSIS

Strength

Strong financial base for market expansion and capital investment

Wiggo is an accepted brand in areas its located

Expertise, knowledge and professionalism in retail market all over the world

Strategic discounted retail approach and cost effectiveness

Location and presence in many communities in Europe

Customer trust and confidence Dedicated, committed and experienced

staff

Source : MBASkool, 2012: Nielsen, 2007

Weakness

Inconsistent discounting pattern across markets

Low investment in research and innovation

Newness to the African market and its environment

Doesn’t provide online ordering network

Yet to achieve the required coverage to ensure customers can have access to Wiggo store close their home

Lacks varieties of merchandise, not a one stop shopping store

Slow customer compliant responsiveness

Sometimes be regarded as store for cheap and low quality items

Source : MBASkool, 2012

Opportunity

Needs to invest more in market expansion to emerging markets

Opportunity to invest in markets that lacks structured retail sector

Utilising more of social media, internet and information technology for wider reach-out and transactions

Increase the varieties of categories products

Increase market presence in Europe

Source : MBASkool, 2012

Threat

Competitors with various SKUs Inability to cater for a single complete

shopping experience Political uncertainty establishing in

emerging markets Manufacturers strong brands and

advertisement strength may affect Wiggo brand products

Stronger and more innovative competitors

Quick adaptation to new and acceptable technology

Source : MBASkool, 2012

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CHAPTER 2

2.0 MARKETING OBJECTIVES

2.01 BRAND DESCRIPTION

Wiggo is one of the world’s leading grocery supermarkets, known for discounted (low price)

items offer not because of low quality, but for his strategic approach of bulk purchase from

suppliers (Aldi, 2013). Wiggo’s supermarket is focussed on delivering quality food and

assured freshness required for customer satisfaction.

With an average Nigerian recorded to spend an average of 72.97% of its earning on food

and the poverty level (U. M Nzeka, 2012), Wiggo is in the right direction considering Nigeria

as the right place for investment. Establishing a structured supermarket like Wiggo with low

price offer to a nation that is in dire need of such, having seen the level of acceptance on

similar outfit already existing in the country is the best strategic decision for consideration.

Wiggo will assist to develop and structure the domestic food processing, agricultural sector

(raw food processing) and provide professional support in the large attractive retail food

sector. In addition, will provide modern and convenient shopping outfit for the growing middle

class with increased disposable income and also increases job opportunity for the local

community. It will attend to the international community growing in the country due to

continued foreign investment.

2.02 CORPORATE OBJECTIVES

With Wiggo’s commitment to continue to delight its customers and provide quality products

at the best most discounted price an item than it can be bought in other supermarket, the

long term and short objective have been set.

Increasing market share

Increase market presence in Europe & North America by 30% before the end of 3rd

quarter in 2013.

Extend market expansion to emerging economy by establishing its presence in 2013

2.03 MARKETING OBJECTIVES

Extending market expansion to the emerging market is in line with the corporate objective of

Wiggo. The concept of Wiggo establishment in emerging market have given birth to the

decision to consider Nigeria who is the largest nation in Africa amongst other emerging

economy like Brazil, China, India, Indonesia etc.

Increasing market share

Launch the brand Wiggo and an outlet in Lagos state, Nigeria in first quarter 2013.

Launch additional four Wiggo outlets in Lagos state, Nigeria before the end of 2013.

Achieve high level of customer loyalty and satisfaction among 70% target customers.

On the long term; increase market growth in Nigeria by 200% in the next 3 years.

On the long term; surpass major competitor’s market share by 100% in 2015.

On the long term; Increase profit margin by 35% yearly

Launch Wiggo- Farmer Partnership in the first quarter of 2013.

Develop local suppliers in all sectors of product category to attain 50% local content

policy of Wiggo by end of first quarter 2014.

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CHAPTER 3

3.0 MARKETING PLAN

3.01 MARKET SEGMENTATION

Analysing potential customers in various smaller market segments is key to quality

marketing plan preparation. Wiggo products will focus on the below listed segments and

sub-segment considering the peculiarity of this region;

Market Segments Market Sub-segments Products Categories

Infant and baby care

Teenagers and Working Middle class

The aged

Corporate organisation

Small stores and small supermarkets

Fast food and Restaurants

Household

Belief / Religion Muslims Halal Frozen foods, Halal

Refrigerated Meats

Athletes

Working class

Social events / gathering

Dairy, Beverage, Health & Fitness,

Snacks & Sweet.

Household, Fresh Bakery, Fresh

Produce, Frozen foods, Health &

Fitness, Plants & Flowers, Cooler,

Pantry items, Refrigerated Meats

Beverage

Age

Bulk consumer

Ready to eat /

Drink consumer

Wiggo Market Segmentation for Nigeria Market

Source: ALDI, 2013

3.02 TARGET MARKET

As Wiggo is already known as provider of quality products at the lowest price possible, it is

enough to adopt the mass marketing strategy that will establish and launch Wiggo as a

brand with discount or low price characteristics to the Nigeria market.

Target 1 - Age group

Infant and Children – 0 – 13 years old Teenagers and Working middle class - 14 – 55 years old Aged - 56 years old & above.

Target 2 - Bulk Consumer

Corporate organisation consumables Small stores and small supermarkets Fast food and Restaurants Household

Target 3 - Belief

Muslims frown at the sale of Non-Halal items (e. g pork)

Target 4 - Ready to eat / drink consumer Athletes Other social events and gathering

Market Targets in Percentage segment

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3.03 POSITION AND DIFFERENTIATION

Wiggo is coming into a market that already occupies some strong grocery stores. The chart

below illustrates customer’s perspective of the major grocery stores in the country. It shows

clearly that the Shoprite leads the market with the highest sales for 2012 and also accepted

as the best quality round.

Wiggo presently has zero presence in the country, but must come with the set standards

obtainable in Europe and North America. If same global strategy of Wiggo is applied,

concentrating more on the high quality at low-prices than any grocery store in Nigeria

presently.

Market Position for Grocery Store

3.04 MARKETING MIX

Product Wiggo specialises in own-branded labels which are cheaper and of equal or better quality than the branded products it also sells alongside. Own-branded products are controlled to ensure no non quality cost is added to the final cost of production. Wiggo also sells other household items that are non-food characteristics in other to continue to improve in the one-stop shop ideology of consumers. (Todd, 2009) Wiggo maintain service as its core products which provides the core benefits or services that sell its products conveniently, while the additional features that aids complete services such as durability, branding, packaging and design are regarded as the actual products. The augmented products are the customer services, warranty, delivery and credit incentives that differentiate Wiggo from others. (Todd, 2009: Dibb, 2001) Price 2years in a row, Wiggo have won the low-price grocery leader according to a consumer survey by market force information (Aldi, 2013). This has made Wiggo to continue to excel in strong bargaining power and shared value with its suppliers, buying in large quantity of stock and contributing in planning, development and ensuring they remain in business. Through the backward vertical integration of Wiggo’s supply chain, full control of quality assurance is certain. Wiggo prices are targeted to ensuring customers save 50% over other supermarket prices (Aldi, 2013).

Highest price

Low Quality & Freshness

Lowest price

- Shoprite

- SPAR

- Goodies

- Amigo

- Everyday

- Grand

- Legend

- Esco - Roban

- Wiggo

3

2

5

6

1

4

8

7

9

?

High Quality & Freshness

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Promotion Wiggo promotion strategy will focus on factual and comparative advertising methodology. Statistical facts will be highlighted to convince customers on assured quality and low pricing. As we are aware of the standard of living of an average Nigerian, who will be more interested in low-priced items, then Wiggo should carry out direct comparison with competitors and convincing customers of the clear 50% saving compared to any other supermarket. Aggressive media promotional exercise in form of prints, through the radio, TV, internets, events, public relation, outdoors must be achieved. Place Wiggo will locate the first outlet in a strong residential and social location in the mainland of the states, precisely Yaba. The expansion will continue with the year as shown below.

Location Target customers Proximity LogisticsCompletion

Date

Yaba High Good Fair Q1, 2013

Ikoyi High Fair Fair Q4,2013

Alimosho Very High Good Fair Q4,2013

Festac High Fair Fair Q4,2013

Ikeja Very High Good Fair Q4,2013 Planned Wiggo Outlet location in Lagos, Nigeria

People Wiggo is sure of everyday incredible courtesy from members of staff. Simplicity, consistency and taking ownership remains Wiggo’s definition of core values (Aldi, 2013). As it is well understood that operational staff performs the tasks as well as sell the product, then employee selection, training and development are crucial to give the perception that customers are in the hands of professionals who are friendly, helpful and efficient. ”The people act as evidence of a service being present; as the service itself is intangible (it isn’t a physical object) and play the crucial role of being the ’face’ of the business and have the power to build up a relationship with that customer or break it down. However, it isn’t just the people at the customer-interface end; there are a range of parties all of whom work towards the one aim of providing a shopping experience, and balancing this with keeping their costs down and at the same time achieving financial gain” (Todd, 2009). Process Wiggo’s main focus is to deliver products to customers at lower prices, which is achieved through their business model of purchasing higher volumes of product with no manufactures brand name or intellectual property physically present on any packaging. Moreover, these producers do not pay for the communications or the marketing of their products and are able to reduce their manufacturing overheads. They can operate on margins which are lower than those of branded manufactures due to their intensive unitisation of production equipment. This is offset by their higher investment turnover both with the manufacturer and Wiggo, which keeps both their profitability satisfactory (Todd, 2009: Colla, 2003). Because Wiggo can determine its product range and are able to quickly and cheaply switch suppliers based on the set criterion saving can be achieved. Through vertical integration they can eliminate additional costs associated with dealing with external suppliers and producers and also erect barriers to entry for competitors (Todd, 2009: Sloman, 2008: Colla, 2003). Physical Evidence Wiggo outlets are designed in specific detail that is suitable for the region’s environmentally and also ensuring the layout, decor and lighting, with the ambience or feel of the store are very much a part of the product offer (Todd, 2009: Dibb, 2008). Wiggo employs a ‘no frills’ concept with regards to the interior designing of all stores. (Todd, 2009)

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3.05 MARKET MIX – E-BUSINESS

Wiggo is determined to continuously improve in its interaction transformation with its customers, suppliers, strategic partners and employees using the web technology to increase performance (RDI, 2008: e-biz pg 1). The e-business has further strengthened operations and also improved performance in all sections. Finance completes daily transactions on automated simulation system that directly collects payment data from the counter. System application program SAP has help operations more 20 times faster with a power interlink. Intranet supports for operations and logistics better with less headache and conflict of delivery. Advertisement, Pricing, news, award, announcement, customer services, enquiry etc… are made effective and cheaper with the internet / Website media.

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CHAPTER 4

4.0 MARKETING BUDGET

Wiggo’s marketing budget for Nigeria will be based on some basic assumptions, considering

the peculiarity and less experience of the marketing team in this region. The budget standard

gets its basics from the conventional Microsoft template in alignment with the Europe market

budget standards.

Last updated:

Jan'000 Feb '000 Mar '000 Apr '000 May '000 Jun '000 Jul '000 Aug'000 Sep '000 Oct '000 Nov '000 Dec '000 Total

Personnel

Salaries, wages 110 110 110 110 110 110 110 110 110 110 110 110 $1,320

Benefits 18 18 18 18 18 18 18 18 18 18 18 18 216

Payroll taxes 5 5 5 5 5 5 5 5 5 5 5 5 60

Commissions and bonuses 0 0 0 12 12 12 12 12 12 12 12 12 108

Personnel Total $133 $133 $133 $145 $145 $145 $145 $145 $145 $145 $145 $145 $1,704

Market Research

Primary research 14 0 0 10 25 0 12 0 0 0 10 0 $71

Secondary research 0 10 0 0 10 0 0 10 0 10 10 0 50

Library management 10 0 0 0 0 10 0 0 0 0 0 0 20

Market Research Total $24 $10 $0 $10 $35 $10 $12 $10 $0 $10 $20 $0 $141

Marketing Communications

Branding 35 10 10 10 10 10 10 10 10 10 10 10 $145

Advertising 110 110 110 110 110 110 110 110 110 110 110 110 1,320

Nigeria Web sites 25 25 25 25 25 25 25 25 25 25 25 25 300

Direct marketing 10 10 10 10 10 10 10 10 10 10 10 10 120

Internet marketing 15 15 15 15 15 15 15 15 15 15 15 15 180

Collateral 5 5 5 5 5 5 5 5 5 5 5 5 60

Press relations 3 3 3 3 3 3 3 3 3 3 3 3 36

Public relations 5 5 5 5 5 5 5 5 5 5 5 5 60

Analyst relations 7 7 7 7 7 7 7 7 7 7 7 7 84

Events 30 30 30 30 30 30 30 30 30 30 30 30 360

Marketing Communications Total $245 $220 $220 $220 $220 $220 $220 $220 $220 $220 $220 $220 $2,665

Channels

Channel communications and training 20 20 20 0 0 0 0 10 0 10 0 0 $80

Channel promotions and incentives 18 18 18 18 18 18 18 18 18 18 18 18 216

Channel commissions/bonuses 5 5 5 5 5 5 5 5 5 5 5 5 60

Channels Total $43 $43 $43 $23 $23 $23 $23 $33 $23 $33 $23 $23 $356

Customer Acquisition & Retention

(CAR)Lead generation 0 10 10 10 10 0 0 0 0 10 0 10 $60

Customer loyalty 10 5 5 5 5 5 5 5 5 5 5 5 65

CAR Total $10 $15 $15 $15 $15 $5 $5 $5 $5 $15 $5 $15 $125

Other

Postage 10 10 10 10 10 10 10 10 10 10 10 10 $120

Telephone 3 3 3 3 3 3 3 3 3 3 3 3 36

Travel 120 40 30 30 30 30 30 180 40 40 40 40 650

Computers and office equipment 30 30 20 20 20 20 20 20 60 60 60 60 420

Other Total $163 $83 $63 $63 $63 $63 $63 $213 $113 $113 $113 $113 $1,226

Total Marketing Budget $618 $504 $474 $476 $501 $466 $468 $626 $506 $536 $526 $516 $6,217

Wiggo Marketing Budget Plan - Nigeria

12/12/2012

Marketing Budget for Wiggo Nigeria

Source: Microsoft, 2013

The cost for most sections is 45% higher than the existing regions because of the

unforeseen considered and the speed at which the aggressive marketing will be carried out.

With thirty million dollars planned investment in Nigeria in 2013, there may also be a need

for budget review at the second quarter to analyse performance and the effectiveness of

operations.

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CHAPTER 5

5.0 CONCLUSION

5.01 CONCLUSION & RECOMMENDATION

In alignment with Wiggo’s objectives to expand its market presence to emerging markets, a

complete feasibility for the establishment of Wiggo in Nigeria. Wiggo establishment in

Nigeria will come a long way as much needed outfit in a nation that is in dire need of it. The

low price business model of Wiggo makes it a strong contender for market leadership in less

than 3 years of establishment in Nigeria.

Considering the characteristics of other competitors, it clearly shows the potential strength of

leadership in a nation that is really changing its consumption lifestyle to a more structured

retail business. The open market still occupies 65% of the retail index, paving way for huge

market share opportunity.

The feasibility study have strategically analyse the winning features of Wiggo and the

targeted consumer, knowing full well the great opportunity ahead. Customers remain the

priority to remain in business and maintain superiority. Providing customer’s need at all times

is key to not losing market share to other competitors and also increasing market presence.

The study recommends Nigeria as a preferred place for market expansion, profitability and

increased market share alongside Brazil, China and Indonesia. Wiggo must concentrate on

the establishing a strong business presence that can be self sustaining and meet collective

objectives.

12

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PRESENTATION