Research On Z Company’s Marketing Strategies In African Countries

The past two decades have witnessed the rapid advancement of communications technology.Chinese communications enterprises represented by Z Company have risen to become leaders in the global market.As the fastest growing region in the world during this period,Africa attracted intense interest from many technology enterprises including Z Company.However,because the operator and enterprise markets of Africa have their unique characteristics,adopting an appropriate marketing strategy is crucial for communications enterprises to thrive there.This thesis presents an overview of the African communications market and introduces the problems,opportunities and challenges faced by communications enterprises in marketing to operator and enterprise customers in the continent.It uses marketing theories to research possible marketing strategies that can be employed by Z Company.Taking Z Company’s cases in the Angolan enterprise market and the Kenyan operator market as examples,the thesis analyzes the competitive strengths and marketing strategies of the company’s rivals,applies marketing theories to revise the strategies of Z Company in the two markets,and gives a detailed description of the new strategies.After that,it further improves the strategies in light of the different marketing approaches taken by Z Company and its rivals and according to the 4P(Product/Price/Place/Promotion)marketing model.Finally,the thesis summarizes the suggested marketing strategies for Z Company in the African market.It is hoped that the strategies can serve as a reference for Chinese communications enterprises engaging in marketing activities in Africa.