Evaluation System for Customer Feedback in Nestlé Nigeria

Running head: MASTERING METRICS
MASTERING METRICS
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Task 1 (A)
Brief Background of Nestlé Nigeria
The first sale of Nestlé products in Nigeria dates back to the initial phase of the 20th
century. This was through the local importing agents who positioned their orders directly to
the British trading organizations who had been actively participating in the nation. The
industrial presence of Nestlé initiated in the year 1971 during the times when the country
witnessed steady rise in sales which encouraged the organization to introduce the packaging
system part of its wide range of production at the Ilupeja factory. Nestlé articulates its unique
Creating Shared Value approach to execute effective business operation whereby the action
related to the stakeholders must further formulate value for the communities where it develops
its operation along with the wider society (Nestlé Nigeria 2018). The activities of Nestlé
amount to around 60 million Naira with an employee base of around 4000 with two factories
in Nigeria namely Agbara manufacturing Complex and Flowergate. Two of the primary
competitors of Nestle Nigeria are Enfamil Nigeria and Yummy Tummies. Enfamil introduced
is also recognized as one of the most prominent producers of baby formula in Nigeria and rest
of the world. Enfamil contains a natural defence dual pre-biotics blend which is highly
nutritious for infants. However, though both the food products have similar composition it has
been noted that Nestle formulated in a way which is easily digestible to newborns in
comparison to Enfamil (Liechti, Pasquier and Reis 2017) . While Yummy Tummy is one of
the popular food products which are made from simple and easily accessible ingredients
which claim to have more nutritional value than other commercial food products with no
additives.

1 (B) Internal and External Factors of Nestlé Nigeria Influencing the Level and
Value of Customer Satisfaction Evaluation
Customer satisfaction is regarded as a customer feedback in the form of assessment
following to the purchase of products or services in comparison with the expectation level of
the customer. As the idea of customer satisfaction is evaluated by using the customer
expectations with the level of performance of goods which can further accomplished the
demands and desires of the customer base, it has been stated that a satisfied consumer draws
similarities between the performance of the products and services with the anticipation level
of the consumer by further encouraging them to re-purchase the similar products (Verhoef and
Lemon 2013). It has been noted that customer feedback is established by the idea of quality
and price of the products desired by the customer along with the price which is considered as
a foundation to establish customer satisfaction level (Parveen, Jaafar and Ainin 2015).
Modern theorists are of the opinion that enhanced customer value can be compared to the
extent the competitors in the market will aim to deliver in order to create a satisfaction and
contentment level for the customer base for the develop their brand loyalty. Thus there have
been considerable rate of observations which comprehend the causality between product
quality and price with customer feedback between product quality and price with level of
customer satisfaction and between customer values with customer satisfaction (Laudon and
Laudon 2016). Furthermore research indicated that customer feedback has the propensity to
play a decisive role in developing satisfaction level of the customers (Lee 2013). For instance,
the FMCG industry in Nigeria is dominated by few significant brands namely Nestlé Nigeria,
Enfamil Nigeria, Yummy Tummies Diageo, and Flour Mills of Nigeria. However in the food
and beverages industry Nestlé Nigeria has attained a position among the top organisations

within the span of 2010 to 2015 further denoting that the company has surpassed the other
leading FMCG organizations (Rainer et al. 2013).
Marketing metrics have been considered as statistical measurements which
organizations such as Nestlé Nigeria has been implementing in order to evaluate the efficiency
of the company’s marketing activities. However, the concept of marketing metrics is highly
reliant to the volume and the type of marketing strategy and campaign the company is using
(Plummer et al. 2013). In regards to the financial knowledge, marketing metrics primarily
sheds light on the response to the investment of the marketing strategy approaches Nestlé is
implementing in Nigeria. Quantitative data is a kind of data which cannot be evaluated with
the usage of statistical figures or metrics such as examining individualistic perceptions and
views by further focusing on characteristics or notions and is considered to be more
descriptive in nature (Tosti and Herbst 2014). Furthermore, quantitative statistics and figures
provide enhanced level of information to Nestlé Nigeria but also necessitate a considerable
degree of action in the collection and analysis phase. However, it has further been noted that
qualitative statistical figures in comparison to quantitative data can provide inclusive
understanding on things. Quantitative evaluation methods have gathered considerable rate of
recognition because of the collection being relatively comprehensive in comparison to other
quantitative metrics (Mintz and Currim 2013). Often the process of evaluating customer
feedback is executed with the implementation on certain significant statistical figures whereby
the lowest figure measured represents the stronger side if not comprehensive dissatisfaction
whereas the highest figure symbolizes higher side if not complete satisfaction level (Melián-
González et al. 2013). However, Nestlé Nigeria must keep in consideration that such
quantitative approaches of measuring the capacity and value of customer feedback can