MKT 6080: MARKETING STRATEGY

FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION

Final Project: Global Marketing Strategy Implementation

Nneoma Anulika Edebeatu

Masters of Business Administration

MKT 6080: MARKETING STRATEGY

Nexford University

DR KYLE ALLISON

SEPTEMBER 26 2024
MKT 6080: MARKETING STRATEGY
FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION

 Step One: Executive Summary

RITE Nigeria Limited is taking on an aggressive global marketing strategy, with the hopes of increasing its

presence throughout Africa and perhaps worldwide. First, this strategy looks at important African markets

including South Africa, Ghana, and Kenya, which were chosen because their need for convenient consumer

products keeps growing. By using this strategy, RITE wants to keep the core values of the brand by offering

local products that were specifically produced for that area, making its position in the market to be very strong.

The main goals are to grow market share, increase the awareness of the brand, and increase revenue

significantly, all the while relying on modern technologies in order to keep an edge over the competition.

This global marketing approach will be expected to bring about the following results: RITE is going to

grow the number of its customers and its exposure while also establishing itself as a leader in the food and

beverage sector, especially in the African markets that change quickly. Through marketing strategies that are

smart and suitable for the culture, the company hopes to build a loyal customer base, increase the interaction

with customers by using digital platforms, and improve the means of distribution. By setting up the foundation

for RITE's future, this strategy overview ensures that the brand has the opportunity to be successful for a long

time in both local and global markets

 Step Two: Strategic Objectives

The foundation of RITE Nigeria Limited's worldwide marketing strategy is a set of primary goals that are

necessary for achieving success that will last a long time. Expanding the market is the first priority. RITE is

actively expanding into African markets, such as Ghana, Kenya, and South Africa because there is a strong

possibility of growth there. The business will use a unique approach in every country to make sure that its goods

and brand message suits the demands and preferences of customers in the area. The goal is to create a solid
MKT 6080: MARKETING STRATEGY
FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION
foundation in these areas first before slowly expanding into other areas in Africa and, in due course, study other

global opportunities in Europe and Asia.

A further important goal is to increase the brand awareness. For the brand to stand out in the international

scene, RITE needs to create a message for the brand that can adapt to different cultures while still maintaining

what it stands for. This includes creating marketing strategies that are both appealing to everyone and represent

locals wants their values and languages. By doing this, RITE will be able to establish a powerful, identifiable

brand in several areas.

Growth in revenue is also important for this strategy. RITE wants to increase profitability as well as sales by

focusing on emerging markets and entering the market successfully. With a successful marketing plan and

affordable and innovative products, Rite Nigeria Limited will attract new customers.

RITE will also focus on engaging customers. Staying connected with customers is necessary in a world that is

becoming more and more digital. RITE plans to connect directly with its target audience by using social

media, and channels used for feedback from customers so as to build stronger relationships and promote

the loyalty of the brand. (AFRICANCUBE, 2019)

 Step Three: Target Market and Consumer Insights

The success of every marketing strategy depends on understanding the target market. Initially, Rite Nigeria

Limited will focus on the three main markets in Africa: South Africa, Kenya, and Ghana. It will also consider

the cultural characteristics and what they like in each country when launching its products and campaign.

In South Africa, the growing middle class is looking for products that are cheap but have great quality, in the

food and beverage industry. Healthy options are becoming more and more popular, and buyers are even willing

to spend a little bit extra for goods that support their goals for health. RITE may benefit from this by focusing

on its eco-friendly packaging and healthier product lines, which are becoming more and more appreciated by

South African customers.

MKT 6080: MARKETING STRATEGY
FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION
In Kenya, the setting is different. The younger population are growing at a very fast pace, especially in places

like Nairobi. The customers view ease and creativity as important because they live on the fast lane and expect

options that they can have access to easily and fast. RITE can sell its products as helpful answers for people

who are busy and always on the go by using digital marketing strategies that will appeal to people in Kenya

who love technology.

Ghanaians are proud of their traditions, and they will not mind paying more for goods that will reflect their

culture. RITE can market itself as a company that supports and respects local customs, by using products that

have local ingredients and flavors. Also, they can build a stronger connection with Ghanaian consumers by

using packages that have cultural symbols.

Every market is different and needs a different strategy, RITE might be able to expand its brand successfully in

these areas by connecting the products and marketing strategies with the traditions and tastes of the different

communities. (Purnell, 2024)

 Step Four: Messaging and Communication Strategy

The messaging for RITE Nigeria Limited is going to highlight quality, affordability, and African pride. Each

market will have a unique strategy for communication that will be about the cultural values, patterns of the use

of media, and local languages. For example:

 Ghana: Focus on assistance to communities in the region, quality products for the family, and pride of

the country.

 Kenya: To relate to consumers who care about the environment, focus on innovation and sustainability,

to appeal to customers who care about the environment.

 South Africa: Target both the middle and lower-class consumers by focusing on the affordable price

and high quality.

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FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION
RITE's identity as a modern African brand that is deeply rooted in its heritage and flexible enough to relate to

different tastes internationally. (Fleishman, 2023)

 Step Five: Global Market mix implementation

The foundation of RITE Nigeria Limited's global strategy is based on a strong marketing mix. Every part of the

mix has been carefully modified to achieve success in the selected African markets—product, price, place, and

promotion.

 Product: RITE's line of products will be designed for each market, by taking what the customers in that

area want and their tastes into consideration. For example, health-conscious types will be used in South

Africa, while the creative packaging that fits the lively city life is going to get the most consideration in

Kenya. RITE is going to highlight food produced locally and traditional flavors, to appeal to the

customer's sense of cultural pride in Ghana. Also, the company is going to use packages that can be

recycled in all markets to meet the growing need for sustainable practices.

 Pricing: The approach for price will be fair and will also take note of the state of the economy in each

area. In South Africa, where the middle class is mindful of costs, RITE will use the value based pricing

model, which values quality at a reasonable price. In Ghana, prices will highlight the high quality of the

products without upsetting customers with a tight budget, while in Kenya, penetration pricing will help

the brand become the market leader the market quickly.

 Place: Distribution is very important, and RITE will concentrate on both offline and online channels.

Rite can partner with big stores in South Africa, to make sure that products are available across the

country, while e-commerce platforms like Jumia will help in connecting with consumers who are tech

literate in Kenya and Ghana. RITE will also make investments in its supply chain to make sure that the

products are always available in the market, this will reduce the chances of stockouts.
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FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION
 Promotion: The promotion strategies are developed to suit a specific region and also be in line with the

global market. In Kenya, Rite will use digital marketing for specific advertisements and social media

influencers. In Ghana, the promotions will be centered around cultural festivals and events, while in

South Africa, the middle-class families are going to be reached by combining traditional and digital

media. RITE will use storytelling and local success tales of that area to connect with customers on a

personal level. In Kenya, Rite will use digital marketing for specific advertisements and social media

influencers. In Ghana, the promotions will be centered around cultural festivals and events, while in

South Africa, the middle-class families are going to be reached by combining traditional and digital

media. RITE will use storytelling and local success tales of that area to connect with customers on a

personal level.

 Step Six: Technological integration

The technologies that can be used in RITE are:

 CRM Tools: This system can be used to manage relationships with customers by; keeping track of what

customers like, to create personalized marketing campaigns, and having better communication with

customers.

 AI-Driven Analytics: Use AI to study the buying patterns of customers, understand what customers

want, and know the trend in the market in real time

 E-commerce Platforms: Grow the sales by using online platforms by developing partnerships with top

African e-commerce sites, like Konga and Jumia, and make it accessible on mobile devices. (Group,

2024)

These technologies will make it possible to develop a more flexible marketing strategy, which will make it easy

for RITE to adjust quickly to customer demands while maintaining its competitive edge in a changing FMCG

industry. (SI, 2024)

MKT 6080: MARKETING STRATEGY
FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION

 Step 7: Leadership and Team Alignment

Strong leadership is necessary to carry out the global marketing plan. To achieve this, RITE will focus on:

 Development of Leadership: Create global marketing groups that will be supervised by regional

managers who understand the dynamics of local markets.

 Team Alignment: Encourage the cooperation of the teams across different functions like the product

development, marketing, and logistics to make sure that the plan is in line with the main business goals.

 Training Programs: Come up with continuous training sessions that will give teams the skills they

need to handle international campaigns and make the most of technology.

 Clear Communication: There should be frequent updates about the strategy and meetings to give

feedback, and make sure they are in line with the company's primary goals and basic principles.
MKT 6080: MARKETING STRATEGY
FINAL PROJECT: GLOBAL MARKETING STRATEGY IMPLEMENTATION

REFERENCES

AFRICANCUBE. (2019, December 28). Successful Marketing Strategies To Reach African Consumers.
Africancube. https://africancube.com/successful-marketing-strategies-to-reach-african-consumers/

Fleishman, H. (2023, June 22). 13 Businesses with Brilliant Global Marketing Strategies. HubSpot.
https://blog.hubspot.com/marketing/global-marketing-and-international-business

Group, I. T. A. (2024). 5 Technologies to Improve the Customer Experience. Www.itagroup.com.

https://www.itagroup.com/insights/customer-engagement/technologies-improve-customer-experience

Purnell, D. (2024, January 16). Global Marketing and Localization Trends in 2024 - Locaria. Locaria.
https://locaria.com/global-marketing-and-localization-trends-in-2024/

SI. (2024, May 10). Top 10 Transformative Trends in Marketing – Simply Intense. Top-10-Transformative-
Trends-In-Marketing. https://simplyintense.com/top-10-transformative-trends-in-marketing/