Study On FMCG Marketing Strategy For African Market

In the past three years Africa overall economic annual rise of about4.9%, isexpected in2014the whole Africa average economic growth of5.2%. As theeconomy recovers, people’s consumption demand is also improved to a certain degree.Because of Africa the economy is relatively backward, infrastructure, education,health, production technology, compared with the three other European countries havean obvious gap. Over the years, developing countries as the world’s largest in China,on the basis of equality and mutual benefit, to help the economy, development Africacultures. In recent years, with the growing trade in non, Chinese has become thelargest trading partner of China Africa.WB industrial Limited by Share Ltd is owned by WB group’s listing Corporation,was founded in1992August, the company successfully listed in Hongkong inOctober12,2001. WB company is mainly engaged in deep processing of tomatoproducts, tomato cultivation, the processing, sales, research and development, has theworld first-class tomato processing technology, is currently the tomato products leader.At present, WB company will focus on the market to Africa area.Based on the analysis of marketing theory and analyzing Africa political,economic, cultural and other aspects, to study the marketing strategy of WB companyin Africa market, the advantages, companies in the Africa market disadvantage,opportunity, challenge was analyzed by SWOT analysis, and laid a solid foundationfor formulates the corresponding marketing strategy. Finally, introduced the specificmarketing strategy, WB company of tomato products in the market developmentAfrica mainly include: product strategy, price strategy, marketing channel strategy,promotion strategy and strategic combination. To provide a theoretical basis for thefuture development strategy in the Africa market Chinese tomato products enterprisedevelopment.