The Research On Azerbaijan Marketing Strategy Of ZTE Corporation

Today, the world transitions from the traditional economy to a digital economy now. Future, there will be a flood of devices access to the network, cloud computing, big data and mobile technology and the popularity of a large number of applications, the coupling will become ubiquitous. Promoting global digital economy in transition, all the communications equipment manufacturers are facing unprecedented opportunities and challenges.ZTE is a leading global provider of integrated communications solutions. ZTE from the beginning always target the overseas market. ZTE representative office in Azerbaijan is one of160branches in overseas. Azerbaijan, as a microcosm of ZTE overseas market, research it, and enhance it will help the company improve its efficiency and capability, ZTE how to expand overseas market share and maintain a competitive edge, has a very important role in guiding practice.The pre-marketing strategies for the Azerbaijan market, has not been detailed, in-depth research of macro environment, ZTE internal environment, competitors, strengths and weaknesses, customers need to solve the problem, there is no light of its own actual situation of market segmentation, target market selection, market position, blindly, regardless of the market has developed, regardless of the product and other non-differentiated marketing strategy, so ZTE Azerbaijan market which behind its competitors, has been at a competitive disadvantage, profit slowdown. Based on the classic marketing theory, combined the PEST and SWOT analysis the macroeconomic environment in Azerbaijan, the internal environment and the competitors.Secondly, based on the analysis to determine the ZTE target market and market positioning in Azerbaijan, from four aspects of the product, price, place, promotion strategy developed for ZTE in Azerbaijan market target customers detailed and differentiated marketing strategies, and make security recommendations.The case of Azerbaijan, ZTE entered the market with the limited resources, which unfocused marketing, target market selection too broad, market position is unclear, making scattered resources, without screening, unable to meet the details of demand, in the case of product homogeneity, blindly, without targeted to develop a series of marketing strategies, the results of low market share, low-margin, low customer loyalty. According to the theory of market segmentation STP, select target market, combined with the Azerbaijan market developments and ZTE in Azerbaijan need to be resolved to develop a target market strategy and implement appropriate safeguards, and attempts by Azerbaijan in this study Case for ZTE other branches and similar telecom equipment manufacturers to provide reference in the overseas markets.