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MitiMeth: A Nigerian Social Enterprise Goes Global

  • Answers should be written in your own words, in paragraph and sentence form, 12 pt. font, and double spaced.  Point form can be used to identify KEY points in your answer, as needed.
  • In general, each  answer should be ½ to 1 page long, so in  total your submission should be 4 to 5 pages long


  1. Summarize the business environment in Nigeria identifying and discussing both its challenges and potential.  (6 marks)
  2. Explain how and why MitiMeth was created and the potential impact of its broader purpose. (5 marks)
  3. Explain how MitiMeth has approached marketing their products and if their efforts have been successful or not. (4 marks)
  4. Explain why MitiMeth wants to expand globally. (3 marks)
  5. To support and provide rationale for this expansion, complete a SWOT analysis for the expansion of this brand and it’s products. (8 marks)
  6. Based on the case information, recommend at least two new international markets MiteMeth should consider. Explain your choices. (6 marks)
  7. Describe at least two potential consumer segments for the two new international markets you have identified.  Consider who is MitiMeth’s “ideal customer”. (6 marks)
  8. Explain and support two or three marketing strategies you would recommend to Achenyo Idachaba-Obaro to help her successfully expand her business to international markets. (8 marks) Considering her budget, which specific marketing tactics and tools should she use and why? (4 marks)
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