Market and Competitor Analysis for Britvic in Nigeria

ASSESSMENT

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MARKET AND COMPETITOR ANALYSIS................................................................................3
CURRENT BUISNES ENVIORNMENT.......................................................................................5
External.......................................................................................................................................5
Internal........................................................................................................................................6
MAREKTING AND ENTRY STRATEGY (STP).........................................................................8
MARKETING MIX.........................................................................................................................9
CONCLUSION AND RECOMMENDATION.............................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In the current global business environment it is very essential for companies to
effectively use global marketing strategies. The major reason for this is that when company
operates in the global market then competition is very high and for this they have to effectively
use marketing strategy (Baena, 2019). The current study is based over company Britvic which is
a British producer of soft drink company based in Hemel Hempstead in England dealing in
beverage industry. The company was founded in year 1845 and now is planning to expand its
business in Nigeria as well. The company is planning to enter in Nigeria with a major focus over
energy drink.
The major reason for this is that in Nigeria there are more growth opportunities in
beverage industry and this will provide a good exposure to growth and development. The vision
of company is to become dynamic, trusted and creative soft drink company all over the globe.
The mission of company is to embrace sustainable and innovative idea in order to attract more of
the consumer in both new and existing environment. The company provides for a wide range of
soft drinks and other energy drinks as well along with carbonated soft drinks.
MARKET AND COMPETITOR ANALYSIS
When a company is planning to enter into a new market then they will have to first
conduct a market and competitor analysis. This is particularly because of the reason that if
Britvic will not analyse the competitive position in the Nigerian market then they will not be able
to make strategies (Schlegelmilch, 2016). This is particularly because of the reason that when
Britvic will have a look at the current competition in Nigerian market then this will assist Britvic
in making strategies for entering in Nigerian market. For analysis of market most important thing
is to first look at the beverage industry in Nigeria and what are the strategies being used by
competitors in Nigeria. This is essential as this will provide an overview that how the Nigerian
beverage industry is working and what strategies Britvic will have to make in order to operate in
Nigerian industry.
In the Nigerian food and beverage industry the revenue showed an annual growth rate of
15.3 % and the project market volume of US$289 million by 2025. Also there are large number
of users in Nigeria for the soft drinks and other types of drinks. This includes majority of user on
basis of age and maximum consumption is among people belonging from 25- 34 age group.

(Source: Food and beverages, 2020)
Hence, from the above chart it is clear that the majority of the users of beverages is the
people belonging to the category of 25- 34 years. This suggests that if Britvic will enter in
Nigerian market then they will majorly have to focus over the people belonging to this category
of market. Further is Britvic will majorly focus over the attracting of consumer belonging to this
age group then this will be a success for the company and they will be able to sustain in the
Nigerian market. The GDP of the country is worth 448.10 billion in the year 2019 and on the
other side the GNP or GNI of the country is 407.93 billion in the year 2019 which showed an
increase of 5.94 % as compared to 2018 (Nigeria GNP 1962- 2020, 2020).
The competition within the beverage industry of Nigeria is too high and there are many
different companies working in the beverage industry. Among the major competitors the
company are Ekulo group, Index food industries, Real milk, B- Cate Zobo drink, Caminierre
global concept, Flinks food and beverage industries and many other competitors. Thus, with this
it can be seen that the already there are many competitors within the Nigerian food and beverage
industries and for Britvic it will be of much importance for the company to do proper market
research before the entering into the market.