EXECUTIVE SUMMARY
This report is based on Carphone Warehouse Group Plc. expanding into the Nigerian Market. Various kinds of analysis were used in compiling this report such as PESTLE, Ansoff Matrix, Porter’s Generic Strategies, Foreign market entry methods, etc. The essence of the analysis is to assess the possibility of Carphone Warehouse Group Plc. launching into the Nigerian market as well as circumstances that could hinder the execution of launching.
The report will go further to show the SFA (Suitability, Feasibility and Acceptability) criteria in assessing whether Carphone Warehouse will be embraced in the Nigerian market or not, as well as the necessary ways of implementing the planned marketing activities. Further recommendations are given to advice the company on the whether or not to launch based on the impacts that might occur as a result of the PESTLE factors discussed in this report.
INTRODUCTION
Carphone Warehouse Group Plc. is the largest independent telecommunications retailer in Europe. It was founded in 1989 by Charles Dunstone as a UK mobile phone retailer. As at 31 March 2013, Carphone Warehouse Group Plc. was 50/50 joint venture with Best Buy Company, until 26 June 2013 when it became 100% owned.
It specialises in mobile handsets, tablets and other connected devices, combining hardware with connections and other areas of complex technology. It provides access to the best product and service knowledge by offering explanations on user functionality on operating systems, and work with a number of mobile phone networks to deliver a world class level of service to suit their customers’ needs and budget to create subsidised propositions. It further offers a combined insurance and assurance policy which provides cover against loss, theft and damage, as well as assisting customers on how to get the best out of their connected devices.
Carphone Warehouse Group Plc. operates in 8...