Cway Group Marketing Strategy

Cway Group Marketing Strategy

Introduction

CWAY group is a cosmopolitan corporation centered in the production and wholesale distribution of treated water, soft drinks, water dispensers, foods and beverages manufacturing in nations across Africa and Asia. The corporation was initiated in 2000 with headquarters situated in Shanghai China. In Nigeria, CWAY is one of the most influential and most reliable companies engaged in production of pure water and juicy drinks. CWAY has sixteen fully mechanized factories with state of the art technology in Egypt, Nigeria, Kenya and India. The present workforce for the company is beyond 800 personnel of different origin inhabiting wide range of positions. For many years, CWAY group makes sure there is the advancement of sound health of its respected clients through the provision of hygienic and healthy food and Beverage goods. Presently, CWAY goods have developed a bench as market leaders particularly in Kenya, Nigeria and Egypt. This implies that the brand “CWAY” has become a booming household identity. The future plan for the CWAY Company is to open branches in South Africa, Cameroon, Tanzania and Benin. The corporation is concentrating its efforts in the industry to make sure there is progressive growth. It also takes part in the economic development of nations where it operates through stipulation of business chances and jobs. The company mission of CWAY Group is to supplement the lives of the served customers through issuing quality products. CWAY has proved to be a burly participant in the marketing field through possession of powerful marketing strategies.

The Marketing Strategy of CWAY Group

The marketing strategy employed by CWAY Group is a quality production and incorporation of novelty and technology in its activities. Just as, mentioned, the mission of the company is to provide clients with enriched quality products. Note that the Nigerians have had difficulty in accessing safe drinking water and inconsistent supply of electricity in the country’s hot climate. This continued to progress the powerful performance of bottled water produced by CWAY Group (Oxford University Press pp13). As the economy of Nigeria bounced back in 2011 as the government progressed with favorable policies towards domestic producers, other soft drink categories such as nutria-milk, water dispenser, fruit juice, milk tea and fruit drink with fruit bits produced by CWAY Group also began performing well in the marketing field.

Quality production of these products has made CWAY Group perform extremely marvelous to the extent of outshining massive international companies like Coca Cola. The Coca Cola Company is only above CWAY in terms of production of sodas but trails behind CWAY Group in terms of other soft drinks like water dispensers and fruit juice. Novelty and incorporation of technology also favors CWAY Group and issues it with a strong, competitive advantage because not all food and beverage companies have achieved the objective of launching unique soft drink, but CWAY has managed. For example, CWAY Company recently came up with the milk tea powder (Price 31). CWAY food and beverages are the brand owners of milk tea, which is an, instant soluble classic and chocolate flavor powder used for preparation of tea. The two flavors, classic and chocolate flavors have a unique taste and added value displaying a fresh concept for the Nigerian Market with a vision towards developing convenient and accessible high nutritive selection products for the company in style.

This clearly shows that innovation has helped CWAY prevail in the marketing field with a strong competitive advantage. Most of the other beverage and food companies in Nigeria love following the trends in production, marketing and distribution but the fact that CWAY comes up with its own fresh products confirms that it prevails over the other food and beverage companies in the country (Heckman and James 66). The fact that CWAY also employs excellent means of advertisement makes it powerful. The company employs media advertisement, which is accessed, by nearly a quarter of the world’s population. It is evident enough that the marketing strategy employed by a company matters a lot because it helps determine the company’s strength in production and marketing.

Hypothesis for a Research Project

The following are some of the speculated hypothesis for the research project that aims at examining the marketing objectives and strategies employed by CWAY Group in Nigeria.

CWAY Group Company is one of the most successful companies in the Nigerian food and beverage market.

Innovation and integration of technology has played a significant part in establishing a strong, competitive advantage in terms of production of beverages.

Despite the fact that CWAY is much far ahead in terms of novelty, it still lags behind Coca Cola Company.

Milk Tea Powder is one of the products that are performing well in the Nigerian Beverage marketing field (Oxford University Press pp13).

If CWAY comes up with more other novelties and new products, it can outshine Coca Cola Company in Nigeria.

CWAY still has opportunities to expand its market share in Nigerian food and beverage field.

Key Stages in the Research Process

For success in every Company, there are various stages of market research process that the Cways Company in particular needs to consider. The market research process for a company requires a systematic gathering of data concerning the competitors, customers as well as the market as a whole. Research process inside the CWAY Company will help in finding out how best the company can link marketers and the consumers either by supplying them with essential information that can be used in solving the marketing challenges as well as helping in making decisions in marketing. The research process will also help the company in creating and developing an up-to-date and portfolio that tends to be relevant to the products to be marketed.

When carrying out research process for a given product, four key stages are identified and should be strictly followed to gain competitive advantage (Sandhusen 53). These stages involve; The Determination of the research problem, the development of the suitable research designs, an execution of the research design, and last stage is the communication of the results. CWAY Company need to be very keen in following the steps involved in the research process so as to achieve the overall objective of each phase. Researchers on the other hand, at all time should be ready to willingly execute detailed information that has been sampled effectively.

All the four mentioned stages are necessary in the research process, however; the second stage that involves the development of the appropriate research design mainly redefines the decision problem as being the research of the problem, and it is the critical and the key stage in the overall research process. It analyzes on how the information problems directly influence various companies when carrying out research. Therefore, the researchers within the company have to identify different variables concerning the decision problem as well as transforming them into the four W questions of How, When, What and Why in the second stage of the research process. Research problem requires an accurate definition to enable researchers to produce high quality information that are mostly needed by the decision makes in most Companies. However, other philosophers still argues out that, there are other different steps in the research proposal that are used by most companies across the world. According to Sambadang (54), he argues out that the key stages in the research process of a product in the market includes; Idea generation, Feature development, product development and product testing.

Proposal for the Project

The research has used different sources in developing the proposal of the project on how the Cway is marketing their products to gain a competitive advantage. The CWAY Company has provided customers with a complete description on how the project will be completed by making sure that the customers’ coverage in the market has been increased and there is also an improvement on the product positioning in the market. The proposal for the project has been outlined in different parts as shown below;

Executive Summary

The Executive summary primarily outlines the Company portfolio; such as the Company’s background, the location of the company, and whether the company is in a position of achieving the goals and objectives set as well as describing what the Cway Company is doing in order for them to gain competitive advantage.

Market Analysis

The CWAY Company has analyzed its market by looking at the market needs and trends. For a company to be successful in marketing, it has to analyze the potential growth of the market that will go hand in hand with the products demanded by the customers. CWAY has also characterized its market by segmenting it to be competitive.

Company Analysis

The CWAY Company on the other hand has analyzed itself by getting to know on their strengths and weaknesses that can make the company gain its competitive advantage or barriers that make the Company not be successful. The strengths have been analyzed by the Company by becoming very innovative by use of technologies for attracting consumers. For example, they are able to express a new variety of their products every time.

Business Environment

PESTEL analyses in most cases have been used by different companies in analyzing their business environment. PESTEL analysis includes the political, economic, social, technological and legal factors. All those factors tend to limit the Company from achieving their goals. The economic factors include economic growth, competitors pricing, globalization, exchange rates, unemployment rate and stabilization. The social factors such as; income distribution, standard of education, working condition, age distribution and consumer preferences.Use of technology such as software upgrading, the rate of technology change are able to improve the operational efficiencies in most companies. For every company to shift to the new technology, they should make sure that the software they use is upgraded.

Marketing Strategies

The Cways Company has a marketing strategy that involves their marketing and financial objectives (Jovanovic 99). The marketing strategy has helped the company in knowing how best they can target markets for their products as well as positioning them.

Marketing Mix

The Cways Company has used different marketing mix to advertise their products. The marketing mix used included the 4Ps which includes; Products, Pricing, promotion and place. Other forms of marketing mix include distribution, channels and marketing research.

Research methodology

The Cway Company has become successful by analyzing its research methodology in a way that is systematic. The company targeted about 100 people for their products. Different research methodologies were used however the Cway Company mainly relied on the use of questionnaires and personal interviews. However the methods of collection depended on the research design Personal interviews focused on the groups which included both unstructured as well as an open-ended question. The Company chose on this form of research methodology since it limited the time wastage and was recorded for future reference. This form of data collection provided the company with more subjective data as opposed to survey and other methods of data collection which hence helped the company in knowing the tastes and preference of people; those who will like to purchase more products and those who are against the product introduced to the market and would rather go for the substitutes.

Relevant Data and Information

This process involves choosing the best means of anal zinging information according to research and methodology used to find the marketing strategy to be employed by CWAY Group. It is necessary to note a number of information concerning the corporation, as well as how, to approach the challenges it faces. The best way forward is the selection of an appropriate data selection technique concerning marketing (Price 101). This enables the study to come up with suitable information for the corporation. Data selection refers to the process of establishing the suitable data type and source incorporating appropriate instruments to gather data. According to the methodology employed, it is evident enough that the outcomes must depict one of the data selection types.

The questionnaires that were distributed represents 100 percent because all of them were filled and used to depict the outcome of the study. The results indicated that 80 percent of the respondents love the products produced by CWAY Group because they are contented with the service and quality of products offered. The remaining percentage had some doubtful responses because they love the products but are not contented with the operation and service offered by CWAY Group (Pike et al., 111). This means that there is a need, for CWAY Group to consider their claims and work on them. The strategy can enable 100 percent satisfaction of its customers. About 95 percent of the respondents loved the new products generated by the company. According to the respondent received, most of the customers are in love with the milk tea powder especially the chocolate flavor. In fact, some respondent added on that they must take the powder at least once every day. The results also showed that 74 percent of the respondent preferred taking the purified water sold by CWAY Group to other pure water sold by other companies in Nigeria. Most of the respondents also urged CWAY Group to continue doing what it does because its products are the best in the market. Some of them also complained about the prices of the food and beverage products and urged the Company to lessen the price a little bit so that they can be fully contented with everything.

Interpretation of the Acquired Results and Conclusion

According to the results acquired from the field research conducted through the use of questionnaires, it is evident enough that the Nigerian people enjoy the products produced by CWAY Group. There are just some minor issues, which have to be considered by CWAY in order to receive full support of its customers (Heckman and James 87). First, the company has to re-examine the quality of its services because some customers complain about the delivery system and efficiency of distribution. Second, CWAY Group has to reconsider the issue of price where the customers want the cost to reduce by a small percentage. Selling products at a slightly cheaper price than the competitors is also an excellent marketing strategy that pulls customers near the corporation and ensures they do not go anywhere else. This clearly implies that the CWAY Group has to look into that and make sure the prices of products go a little bit down.

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