Tiens Group African Market Internationalization Strategy

Founded in 1995 and start expanding into international market in 1998, Tianshi Group is a large-scale global enterprise operated in over 190 countries and several regions with a customer base of over 12 millions. There are more than 50 thousands franchises shops and subsidiaries in 104 countries. Tianshi core business is in advanced biotechnology. However the group also involved in financing, real estate development, education, cultural exchanges, and modern logistics business.The group strategic plan and vision is to become the leader of direct sale market in Africa region within the next 3 to 5 years. This report presents an overview study of Africa region status in relation with Tianshi Group capability to accomplish this vision. SWOT analysis was carried out focus on Tianshi strategic capability and the result indicates that the Group should adopt the approach to capture the market share as soon as possible. Once establish the market share, the Group should follow by superior business offering to compete with potential competitors. Pass the innovation, the industry chain construction of the brand construction, business model also, organization the adjustment of the organization etc. Measure to match with the development strategy and competition strategy implement. At the same time strategic target to the improvement of the logistics system with perfectly, the development and adjustment, markets of the human resource offend the ability of close to promote with the construction, through the effort of the from three years to five years, Tianshi group can certainly carry out the business enterprise in the African market.