MitiMeth: A Nigerian Social Enterprise Goes Global

In January 2022, MitiMeth was a Nigeria-based innovative social enterprise that produces handcrafted products made from natural fibres—agricultural waste and aquatic weeds—that are otherwise considered to be waste or a hazard to the environment. MitiMeth added value to this material by transforming it into well-designed furniture and home furnishings, storage boxes, lamps, kitchen and dinner ware, stationery, and souvenir items. Mitimeth’s initiative of transforming this environmental nuisance into marketable products provided work for more than 600 people from over twenty-five communities in Nigeria. Despite challenges in exporting from Nigeria, MitiMeth had made good progress in reaching international markets. MitiMeth had already gone through several challenges, and the COVID-19 pandemic only added to the difficulties the enterprise had experienced. Mitimeth needed a plan that ensured MitiMeth’s long-term sustainability.

This case is suitable for advanced undergraduate- or graduate-level courses in international business or international marketing. Students can compare the theories and concepts of global marketing with real practices, analyze the challenges and opportunities found in Western countries, consider market entry strategies for Western countries, and develop a marketing plan for MitiMeth’s products. The instructor will be able to relate most of the essential theories and concepts of international marketing with this case. The case generates open-ended discussion and increases knowledge of international marketing theories and concepts rather than presenting complex data. After working through the case and the assignment questions, students will be able to<ul><li>understand the business environment in Nigeria;</li><li>understand the international marketing challenges for an enterprise, particularly a social enterprise, in Nigeria;</li><li>identify suitable countries and consumers in developed countries for the handcrafted products made by social enterprises in Nigeria; and</li><li>explain the process of developing an international marketing strategy for handcrafted products made by social enterprises in Nigeria.</li></ul>

• International Marketing