Research On The Marketing Strategy Of Africa For T Motorcycle Company

Motorcycle industry in china belongs to the labor intensive industry,after many years of brilliance,the domestic market is affected by the restrictions of forbidden ridding motorcycle or restricts of using motorcycle policy.At the same time,local private enterprises have been subjected to the localization strategy of foreign owned enterprise,especially Japanese enterprises.In order to find a way out,china motorcycle enterprises must break the original pattern of relying only on domestic market and should actively participate in the international market competition.Motorcycle industry now is not a sunrise industry,with the economic development,the relevant research continue the downward trend.Most literature are before sub-prime crisis(the stage of rapid development of china's manufacturing industry),with the subsequent research,based on different points of view literatures given out different strategies,and I myself also want to find our own way based on the relevant research of T motorcycle company.T Motorcycle company has been involved in export business since 2000 and has made achievements in Southeast Asia and Middle East market.With the change of political and economic environment in overseas markets and the sudden change of market in Southeast Asia and Middle East,the African market has begun to highlight its important position.Without the guidance of systematic marketing theory,T company began to explore the market,crossing the river by feeling the stones,experienced some failures and got some experience.In the background of the growing proportion for African market,this thesis studies and optimizes the marketing strategy of T company in African market by using the theory and method of enterprise management and product marketing,in this way,the expansion of T company's business for African market can be more targeted.Based on the above situation,this thesis starts from the relevant marketing theory,then focus on the motorcycle market,introduced the history of T motorcycle and how it begins the international trade,the painstaking lessons as well as experience gained,also introduced the reason that why T company choose Africa as the target market.From the scale of T company,its characteristics and industry status to analyze the advantages and disadvantages of T company in the African market and its counterparts in Japan,India and other domestic counterparts.Finally,according to the strategic intention of the enterprise development,T company should adopt the marketing strategy of focused marketing in west Africa market and followers' competitive strategy in East Africa market,and the recent effect after adopting the corresponding marketing strategy in different markets.In the end,what this article will solve is the marketing strategy that T company will adopt to consolidate and improve the shares of the African market,so that the overseas market business of the company will recognize the external opportunities and challenges under the guidance of the correct strategy,and make full use of its own advantages in the case of accurate analysis of its own advantages and disadvantages.To reduce potential risks,to get a stable market shares in African market,and provide experience for similar enterprises who want to open African markets.