"Zappos Inc. Expansion to Nigeria" Part I Group Project

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This project is based on the idea that Zappos Inc. decides to expand internationally to Nigeria, Africa. Our team had to go through the whole process and make a decision if it would be possible, profitable, worth it.

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"Zappos Inc. Expansion to Nigeria" Part I Group Project

  1. 1. VIRGINIA INTERNATIONAL UNIVERISTY EXPANSION TO NIGERIA MBA 616 International MarketingCreated by: Mariya Kolechyna, Harshesh Patel, Ricardo Abella, Aunyarat Oommie
  2. 2. CONTENTS o INTRODUCTION o ZAPPOS INC o AFRICA AND NIGERIAo ZAPPOS AND AFRICAN MARKET o WHY NIGERIA? o TRIBAL MARKETING CONCEPT o PRODUCT IDENTIFICATION o PRODUCT EXTENSION o PRODUCT QUALIFICATION o PRODUCT IMPLICATION o CONCLUSION
  3. 3. INTRODUCTION Zappos with its unique approach to literally everything, from culture to hiring process, is ready to “deliver happiness” to Nigeria, Africa and totake their fashionistas to a whole new
  4. 4. ZAP P O S INC
  5. 5. PRODUCTS
  6. 6. CORE VALUES
  7. 7. AFRICA as a CONTINENT
  8. 8. AFRICA as a CONTINENT With a 2 largest population ofcontinent in Covers about 1,030the world in about 20% million people, both area of Earths accounts for and total land about 20% of the worlds area population population
  9. 9. NIGERIAAfricas most populous country155 million GDP was people Muslim 50%, around $400 th Christians billion in(about 1/6 40%, 2010, placing of Africa’s the country population Others 10% 32th in the world ranking
  10. 10. 0-14 YEARS: 43 % YOUTH LITERACY RATE65 YEARS 15-64 (ENGLISH) AND YEARS: 54OVER: 3.1 STOOD AT % % 76.3%
  11. 11. ZAPPOS INC AND AFRICAN MARKET“I can die for shoes” Funke Akindele
  12. 12. WHY NIGERIA Fast- EagerPopulous growing hungry country economy marketSix key drivers depict this situation
  13. 13. 1. FAST ECONOMIC GROWTH GDP 2015 10 %2011 7.3 %2010 7.0 %2009 4.0 % TRANSFORMATION AGRICULTURAL SECTOR
  14. 14. 2. LARGEST CONSUMER MARKET IN AFRICA 155 million 8th world EGYPT 74 ETHIOPIA 72 United Nations : 2050 390 M CONGO 59SOUTH AFRICA 47 SUDAN 39 TANZANIA 36
  15. 15. 3. EMERGING MEGACITIES … changes in population dynamics, cultural norms, buying behaviors … Traditional regional modelLAGOS (f.c.c.) 10 “ONE SIZE FITS ALL” KANO 3 IBADAN 3ABUJA (c.c.c) 2 “GO-TO-MARKET”
  16. 16. 4. GROWING LITERACY RATES AND e-COMERCE 0 - 14 years 43 % 15 - 64 years 54 % Male 19.2 years Female 19.3 years Cell phone users 73 million Internet users 50 million
  17. 17. 5. ENTRY POINT TO AFRICAN MARKETAfrica has more than one-eighth of the total population of the world 47 % West Africa Population 2nd Sub-Sahara Africa Economy
  18. 18. 6. EASY CREATION OF TRENDSGROWING ASPIRATIONAL BRAND- SIZE BRANDS CONSCIOUS OPEN UP OPPORTUNITIES TO CREATE NEW PATHS Business models Market channels Sales programs Product delivery systems Customer satisfaction
  19. 19. Zappos Inc strategy for entering Nigeria will be the following:1. Creation of new website Zappos Nigeria2. Establishment of the warehouse in Nigeria3. Product: Imported world-known footwear Domestic brands “STAR – SHOE”
  20. 20. As Zappos we are looking for successfulfashion-forward women who are frequentonline media users and tech-savvy. Our target social group is: • Urban areas female industry workers • Age Group 18-40 • Online media users • Household (family) income $ 30 000 + • Education: high school degree +
  21. 21. TARGET MARKET … strong character She is … … independent… fashionable … unique… stylish … free …b eautiful … unpredictable … passionate
  22. 22. PRODUCT IDENTIFICATION “Star” Product Adjustable heels Before Any occasion After
  23. 23. Shoes - Chameleon
  24. 24. Change your lookwithout changing your shoes
  25. 25. Product Extension• Purses and wallets
  26. 26. Accessories
  27. 27. Accessories
  28. 28. Matching-Product• Shoes and Purses
  29. 29. •Purse and Umbrella
  30. 30. New Collection Trend
  31. 31. PRODUCT QUALIFICATION
  32. 32. IMPORT FOOTWEAR?NOBRAND GUCCI
  33. 33. PROCEDURE SUBMISSIONCOMMERCIAL OF FORM “ M VOICE “ VAT TAXES ON FOOTWEAR
  34. 34. PRODUCT IMPLICATIONS Weak financial Energy system shortageTraditionalist Creation of culture value FIVE STRATEGIES Potential customers The Government Activist groups The press
  35. 35. PRODUCT IMPLICATIONS
  36. 36. PRODUCT IMPLICATIONS
  37. 37. PRODUCT IMPLICATIONS
  38. 38. PRODUCT IMPLICATIONS
  39. 39. PRODUCT IMPLICATIONS
  40. 40. Conclusion
  41. 41. conclusion

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