Research On Marketing Strategy Of Company A’s Buses In African Market

At present,that the state encourages the advanced equipment manufacturing industry to globalize,and the scale and speed of Chinese automobile enterprises’ globalization is accelerating.The entry and exploiting overseas markets will help Chinese automobile enterprises to become international and improve their international management level.In particular,due to the booming of private cars in China,and the popularity of high-speed train and airplane,the domestic market demands for the bus has tended to be saturated,and the competition has become increasingly fierce and shown a downward trend of the demands.The annual demands for the bus in overseas markets is about 260,000 units,which is a potential market for the growth of the future business.We can balance the operation risks of Chinese automobile enterprises by expanding overseas market share.As a representative of the bus industry in China,company A occupies the leading share in China market.The bus of company A has been sold to six regions including the Commonwealth of Independent States,Latin America,Asia Pacific,Middle East,Europe.Company A totally sold 4272 units buses overseas in 2020,including 1,018 units in Africa,and till now Company A has sold 17,000 units buses to Africa in total,ranking first among the six overseas export regions in terms of sales quantity.The strong potential and demands of the African market together with the project orders and KD assembly are lifting up the situation.Company A expects to increase the sales volume and profit of the whole overseas market,enhance the market share and consolidate and enhance its position as the mainstream Chinese bus brand in the world by expanding the exportation to Africa.But due to the exchange controls,local political instability,limitation of resources and environment,though company A has made some achievements,there are still some problems,so deeply and thoroughly analysing the marketing environment to find out the specific problems and reasons as well as optimizing the African export marketing strategy becomes necessary.Based on the detailed review of domestic and foreign papers and literature,this paper takes the marketing theory as the guide and company A as the research object to conduct deep analysis and research on the marketing strategy of its bus in the African market.Taking the marketing strategy of enterprise products as the research target,and taking the company A’s buses development in African as the object of empirical analysis,it is expected to provide feasible suggestion to the marketing strategy of company A’s buses exportation to African market.This paper first introduces the present situation and characteristics of China’s bus exportation to Africa market,and then from the situation of company A’s exportation to Africa market,with the PEST,SWOT analysis tools to point out the advantages,disadvantages,opportunities and threats for company A,then analyzes the bus market competition situation in Africa,according to the analysis results to optimize the specific marketing strategy of company A’s bus exportation to Africa.A large number of data analysis and empirical research results show that: company A’s bus existing the following questions in the African market such as low product adaptability and high purchasing cost,weak differentiation of price strategy,weak ability of channel management,and insufficient ability of brand promotion.In order to improve company A’s market share in Africa,this paper proposes the following marketing strategies :(1)Product strategy is still the most important,pay attention to market segmentation and positioning,and supply differentiated delivery;(2)Price strategy is to help establish and improve the regional price system and continue to reduce costs;(3)In terms of channels,enhance the ability to control the terminal value chain,and promote direct selling and direct after sales service;(4)Promotion strategy: take full advantage of the radiating influence of African model points to drive the surrounding areas,and carry out marketing promotion by combining the network effect of multimedia.Through this study,on the one hand,it is beneficial to promote the overall marketing ability of company A’s bus product,improve the vehicle sales volume and thus increase the economic benefits of the enterprise.On the other hand,it is beneficial to further occupy the African market and provide a reference for the other domestic bus enterprises to enter into the African market.