The recommendations given are a mix of short and long-term recommendations, where short term in this case is defined as to be implemented strategies in the near future or within the year. While the long term is something to be considered in the next coming years as it will involve much bigger efforts and expected impacts.

Short-term Recommendation 2: Activate online channels – a D2C service.

The young population (age below 35) in Nigeria has been increasing along with the country’s overall 2% population growth. This market is seen to increase its internet usage by 65% in 2025. Although the company has been implementing online marketing initiatives, the channels as to which they have their products reach the customers are “traditional”.  Having an interactive online presence and providing a Direct-to-Customer channel may help the company have a stronger consumer knowledge and establish deeper relationships with them. From this, Nigerian Breweries’ strategies and branding will also be able to adapt easily to the ever-changing tastes, preferences and demands of the market. This could lessen the threat on the company from big international companies taking over their market share and targets for expansion.

From a regression performed (refer to Bivariant Regression in Excel), there is an 84% chance of increase in Revenue for every change in Number of Beverage Varieties. This then leads us to the recommendation of increasing the varieties specifically on Sorghum-based non-alcoholic beverages, in order to take advantage of the opportunity in capturing the Muslim market who make up 50% of the country’s population. Making these additional varieties Sorghum-based will also support the country’s agricultural product - Sorghum thus helping its Agricultural sector. In the long run the initiative should contribute to sustaining Nigeria’s economic growth, as the Agriculture sector takes the biggest percentage of the country’s GDP. Helping the economy in this way will widen the current market as more consumers are able to afford Nigerian Breweries’ products. Nigerian Breweries will not only increase its revenue but will have an even better image as being both inclusive and sustainable.

Long-term Recommendation 3:  Expand export to India.

As Nigerian Breweries gain more competitive advantage on the Nigerian market that is comprised of Millennials (age 25-40) and Generation Z (age 9-24), they may also use their customer knowledge and strategies to target the same customer age groups in India - which has a 66.4% of its total population belonging in the working class (age 15-65). Given that Nigerian Breweries will push forward to creating interactive customer presence and services online, it can take advantage of the increasing trend of internet users in India with a 40% forecasted increase from year 2020 to 2025.

Besides the market advantage that the company has with India’s population and their past and forecasted trends, India itself has a great potential in its Beer industry as it has not been maximized yet - meaning the industry has not matured in this country and is still far from being saturated with numerous competitors. It also shows a predicted yearly beer consumption growth of 10.4% from 2021 to 2025.