Research On Marketing Strategy Of Steel Products In The African Market

Since entering 2016,China's steel industry can be difficult,overcapacity,insufficient domestic demand increasingly serious problem,how to solve these problems,it attracted the attention of all parties.Government trying to develop some practical policy measures to alleviate the plight of the steel industry,such as "along the way" and so on;all kinds of enterprises on the one hand call for policy response,by "going out","along the way" to alleviate the situation of overcapacity,other On the one hand,by increasing the level of product technology to improve product quality,production of "cheap" products,to attract domestic and foreign customers attention.TW as a company mainly to foreign trade,both steel companies want to export through the African market to change the current adverse situation.Why open up African markets? Africa is the world's most backward and poorest areas,but its development has great potential,especially in the past decade the world economic downturn,Africa was "thriving" to maintain rapid economic development.In addition,demand for steel products in Africa has more advantages compared to other places,on the one hand is the local steel output in Africa is not high,low output seriously affect the building in Africa;on the other hand,globalization has led to fierce competition in the steel industry,this increasingly intense competition leads to lower prices for steel products has become Africa customers can get more at low prices of steel products,steel imports become more advantages.TW in this case,how to better attract customers in Africa,how to develop the African market for marketing mix strategy? First By analyzing domestic and foreign literature and theoretical basis,it describes the development status of TW in Africa and carried out various environmental analysis,including the macro environment(PEST),industry environment,Porter's five forces model,SWOT analysis clear company found what problems exist in the African market,how to avoid weaknesses TW company,to seize market opportunities and in the case of risk aversion,prudent and reasonable to develop marketing strategies for Africa,while developing measures to safeguard the smooth implementation of the marketing strategy,TW steel company to make products stand out in Africa,to obtain greater market share in Africa.