The Study On The Marketing Strategy Of The African Market Of China Communications Services Sichuan Company

China Communications Services Corporation Limited (abbreviated as CCS in thefollowing) has gone public successfully in2006, with China Telecom, China Mobileand China Unicom as its main shareholders. CCS, as one of the main suppliers ofChinese telecommunication market, attracts CISCO, IBM, etc. as strategic investors toprovide outsourcing service, network construction and other services forcommunication operating agencies, media operating agencies, special communicationnetwork, equipment manufacturer and enterprise and public institutions, etc. In therecent10years，CCS has expanded overseas business in over50countries and regionswith high speed and entered the international telecommunication market successfully.CCS Sichuan Company enters the overseas market in2010, adopting thecooperating mode of subcontracting its business with communication equipmentmanufacturers. Because of the continual influence of American financial crisis in2010,the investment in international communication business has been downscaled andnewly-constructed large-scale communication project has been reduced, hence, theoverseas business of CCS Sichuan Company has been impacted to some degree.Meanwhile, due to the over-competition of some major communication equipmentmanufacturers in the international market and the lowering price of subcontractors, theprofit rate of subcontracting market decreases year by year. Facing the situation thatinternational telecommunication construction being in the downturn, the shrinking ofsubcontracting scale, the yearly decrease of subcontracting profits and intensecompetition inside the industry, it is hard for CCS Sichuan Company to continue thesubcontracting mode of “follow the lead”. How to overcome the difficulties and graspopportunities on the basis of previous experiences and advantages, to develop generalcontracting for national governments or international operators, to gain more marketshares in the future and choose a road which can give full scope to its strength, are theproblems facing CCS Sichuan Company in the upcoming international development.Based on the fundamental state of CCS, this thesis proposed the problems of CCSSichuan Company in international business development. Firstly, this thesis has analyzed the external environment and resources of CCS Sichuan Company and thecompetitive pattern of African market by applying theories of strategic management,marketing management and international marketing as well as PEST analytical methodand Michael Porter’s Five Forces Model; then, the critical opportunity and threat thataffecting the development of this company have been found with the help of EFE matrixprinciple. Next, this thesis has expounded the necessity of expanding generalcontracting in African market and has found the critical strength and weakness thataffecting the development of this company with the analysis of internal environment ofthis company by using EFE matrix principle. Furthermore, the marketing strategy inAfrica of CCS Sichuan Company has been proposed based on above analysis andapplication of SWOT strategic analysis, which is focusing on important regions. To bespecific, the marketing strategy is to enlarge Cameroon market with marketinginfiltration, to develop government and enterprise business with product developmentand develop Zimbabwean market with market development. Last but not least, themarketing strategy and specific safeguard measures of Sichuan Company in the Africahave been put forward.