Strategy in the International Environment for Pizza Express - Case Study Example

The growth rate of population is approximately 6, 00,000 per annum and the population density is about 4,193 ‘persons per square kilometre’. UN (United Nations) estimates that if this growth rate continues then by the year 2015 Lagos will turn out to be the ‘third largest mega city’ in the whole world after Tokyo, the capital of Japan and Mumbai in India. 85% population of Lagos is in the metropolitan area and only 37% population is in ‘land area’ of Lagos. According to the World Bank’s demographic analysis, the growth rate of Lagos was 8% in the year 1996 and in Nigeria, the growth rate was 36.8%. That means the population of Lagos is increasing ten times quicker as compared to New York as well as Los Angeles (Lagos State Government, 2011).

The real GDP growth rate of Nigeria was recorded at 7.4% in the year 2010 and annual gross income of people was approximately 130,095.4 USD. The annual disposable income of people of Nigeria was 115,976.9 USD in the year 2010 thus the purchasing power of people on that period was 356,475.9 USD. The following table shows that people’s purchasing power and disposable income has been increasing since the year 2007 (Euromonitor, 2011).According to a report of 2006, less than half of the households are employed.

The average unemployed persons per household were less than 3. It reveals that there were more unemployed persons in the household than employed. From the perspective of household heads, almost 92.6% was employed and 0.8% was unemployed. House heads earn more than their spouses and other members of the household.The number of spouses and another household member in the income group between 10,000 ₦ to 30,000 ₦ is higher than household heads. In this income group, the proportion of household head was only 34.

3% compared to the proportion of spouse which was 61.7%, and other household member’s proportion was between 67.9 % - 80.9%.