Marketing in a VUCA Environment
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- كتب بواسطة: Sanya Ademiluyi
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Emma Agu
By Emma Agu,Group marketing director, Jotna Nigeria(La Carsera Co)
The term VUCA, which stands for ‘’Volatility, Uncertainty, Complexity and Ambiguity’’ originated in the US Army War College in the late 1990s, but spread to the business world as there are striking similarities in terms of rapid change and uncertainty.
Taking Nigeria into context, what then can we say that constitute a VUCA environment? A VUCA environment in Nigeria’s context is not limited to the followings:
The activities of Boko Haram insurgents, herdsmen/farmers’ clashes, banditry, and unprovoked ethnic conflicts leading to unnecessary bloodletting, the import of which leads to the suspension of the execution of a marketing plan to an entire part of the country. A distressed population may not necessarily take notice nor partake in your marketing campaigns.
The Ritz-Carlton, Nikko Opens its Doors in Japan
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Lobby of the new Ritz-Carlton,Nikko,Japan
The Ritz-Carlton, Nikko has opened its doors to guests in Japan, July 15. The Ritz-Carlton ,Nikko is the latest hotel to join its luxury Asia Pacific portfolio of Ritz-Carlton Hotel Co. which is part of the Marriot international, a global hotel chain . The property - set amidst a UNESCO World Heritage Site – introduces a new level of luxury to the destination, with an experience marked by an emphasis on immersing oneself in the majestic natural surroundings.
Ideally located in the Northern Kanto region of Japan, The Ritz-Carlton, Nikko is set two and a half hours north of Tokyo, accessible by rail or car, and is a true oasis promising access to a breadth of outdoor activities and cultural experiences. It features many natural treasures including the Kegon Falls and an array of famous Buddhist temples and Shinto shrines. Nikko, and the surrounding area, has long been known as a holy place and was named a UNESCO World Heritage Site for the cultural, religious, and architectural significance of its richly decorated shrines and temples. Perched along Lake Chuzenji and Mount Nantai, guests can easily access prominent scenic attractions, such as Nikko National Park, where the hotel is located, as well as the UNESCO World Heritage designated area.
“Following much anticipation surrounding its debut, we are thrilled to finally open the doors to The Ritz-Carlton, Nikko and to continue the growth of the luxury segment in Japan,” said Rajeev Menon, President Asia Pacific (excluding Greater China), Marriott International. “Today marks an extremely monumental day for our brand and the entire company as we set the bar in luxury travel, embracing the new normal, while consistently instilling confidence in travel amongst all of our guests.”
The New Lexus IS Debuts
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- كتب بواسطة: Sanya Ademiluyi
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The new Lexus IS
The new Lexus IS made a debut on Monday, June 15,2020 at a virtual launch ceremony after the initial
postponement .
Since the debut of the first generation in 1999, the Lexus IS has pursued the fun of driving unique to compact
rear-wheel-drive sports sedans. The all-new IS takes high-level driving performance and sporty styling after
more than a million units sold, over more than 20 years to new extremes.
In strengthening its Lexus Driving Signature of performance, the new IS was honed at various facilities
throughout the world, including the new Toyota Technical Center Shimoyama that opened last year, according to
the Lexus company. Uncompromising attention to detail will allow drivers of the new IS to enjoy a comfortable
driving sensation in everyday driving situations.
Okeme Leads Systemspecs’ Marketing Onslaught
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Okeme
by Sanya Ademiluyi
In a surprise move, David Ikeme erstwhile marketing director of Unilever Nigeria has been tapped to lead the marketing team of Nigerian software maker, Systemspecs Ltd. He has been named Chief marketing officer of RetimaNet. The indigenous IT software-maker appears determined to rev its marketing drive as it intends to capture a bigger share of the multi-billion naira per annum Nigerian software market.
Systemspec is better known for its payment solution software, REMITA.
REMITA shot to national popularity last year when the Nigerian Senate alleged that the Federal Government was paying about N40 billion to REMITA for the collection of over N2.5 trillion under the Single Treasury Account ,TSA policy of the Buhari administration.Since then, the software owned by Systemspec Ltd has become quite popular. The company has been leveraging on that popularity to grow its business.
Marketing has been a key challenge in this effort. Perhaps, not any more. In comes David Okeme, top notch marketing professional who was until recently marketing director of consumer goods powerhouse, Unilever Nigeria.He has two decades of experience in marketing of fast moving consumer goods on a global level. How the Nigerian software company was able to lure Okeme away from Unilever is yet unclear, but should make for an intriguing story.
Systemspec would be looking to foray into the retail segment of the payment solution software market,where Interswitch/Verve is king. It would also seek to gain more market share in the corporate/B2B market but has local rival, eTranzact to contend with. Obviously by tapping Okeme,Systemspec realizing that marketing would play a key role in its business growth calculations.
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