The Research Of Entrance And Development Strategy On Nigeria Cigarette Market For YT Company

Recent years,with the tide of global tobacco control getting increasingly intensified,minus rate appears in more and more cigarette markets.However,as multinational tobacco enterprises are speeding up their expanding in international tobacco market,the whole overseas tobacco market is getting unprecedentedly competitive,thus,leaving few and few opportunity for the entire China’s tobacco.As the biggest provincial industrial corporation of all China’s tobacco enterprises,YT company accounts for 20% of domestic sales,at the same time,its international sales also accounts for 25% of the whole China’s overseas tobacco sales.So it’s very obvious that YT company plays an important role in the going-out strategy for China’s tobacco.As the most populous country in Africa,Nigeria’s cigarette sales volume remains certain small growth in recent years.At the same time,Nigeria is also an important country along the“One belt,One road” initiative project.Nowadays,more and more China-invested enterprises start their projects or assistance there,so the friendship and cooperation between China and Nigeria are increasingly strengthened no matter at country level or at folk level.YT company now sees Nigeria as the key expanding market,which not only according with the principle that potential markets must be arranged with priority,but also being closely in line with the“One belt,One road” initiative project.First of all,this paper gives a comprehensive analysis to the national macro-environment of Nigeria according to PEST model and the cigarette’s business environment of Nigeria according to Michael Porter’s Five Forces Model.Next,this paper detailedly demonstrates all the opportunities and challenges that the new comer would encounter under the circumstances of Nigeria’s tobacco market.And then,combining with the expected goal for expanding in Nigeria’s tobacco market and the analysis of existing capacity and resource of YT company,this paper figures out the core competence of YT company in Nigeria’s tobacco market.On the basis of present competitive situation of Nigeria’s tobacco market,this paper clearly points out the role definition for YT company in its early entry and expanding in Nigeria’s tobacco market.After that,present main trading means of entering a foreign market are compared and analyzed according to SWOT,thus,the entry route for YT company is finally determined.And on this basis,Nigeria’s tobacco market is analyzed according to STP,from which the segment target market is initially determined.At last,this paper states how to develop the segment target market effectively in terms of the brand,product,price,channel and promotion in order to realize the expected goal eventually.This paper emphasizes on market entry and effective expanding after entry.Hope my research will make a little contributions for Yunnan’s tobacco to successfully entering the market of Nigeria and winning certain market share.