Analysis Of Marketing Strategy Of Chinese Mobile Brands In COTE D'IVOIRE

With the democratization of Smartphone and the proliferation of models,Smartphone's are also international because present around the world.While the mobile phone market has for a long time been dominated by American and European brands,we are now witnessing the spectacular entry into the market of several Smartphone's coming from China.This dazzling positioning of Chinese Smartphone's is felt in several African countries,including Ivory Coast.Present on the Ivorian market for not more than a decade,the Chinese Smartphone has emerged quickly and unexpectedly in recent years.So we could say that Chinese brands have a better face on Ivorian market.Indeed "chinoiserie","chintok" here are the mocking qualifiers used by Ivoirians to qualify the phones of Chinese brands.But this time is a distant memory.Because now Smartphone's come from China are at the top of the ranking of the most popular and best sold.What can be the marketing strategy responsible for positioning Chinese brands?And how can it last in the long run?The purpose of this research is to analyze the marketing strategy that could be the reason for the success of Chinese Smartphone's.This analysis seems reasonable to the extent that just a few years ago the Chinese brands did not have this reputation on the Ivorian market.In the interest of achieving the objective of the research the author of this will be based on the already existing theory of the marketing mix in order to describe the strategy employed by the Chinese brands,and will propose later suggestions that will allow them to maintain their success over the long term.It is found that the marketing strategy that has favored Chinese brand positioning is the 4ps theory with a very strong domination of the price policy.However the communication policy is not really taken into account.