Research On H Company’s African Market Competitive Strategy

H Company is a world-famous grain machinery manufacturer,which has the ability to design,produce,install and commission 9～1000T/24 H complete sets of wheat and maize flour milling machine.The company’s foreign trade business is not balanced in the global market,nor in Africa.The equipment sold by the company in the African market is mainly small and medium-sized steel support structure flour milling machine,while there are few complete sets of milling equipment for concrete building structures and steel structures building.In the face of the development trend of African milling enterprises towards largescale,intelligent and green energy conservation in the future,H Company must formulate a competitive strategy in the African market that meets its own development needs to change the unbalanced market state,improve the technical content of core equipment,change the situation of small number of large-scale flour mill turnkey project,and increase the market sales of the company in other countries in the African market.This paper takes H Company as the study object,which is guided by the general market competitive strategy theory,and also uses Porter’s Five Forces Model and PEST analysis method to analyze the external environment of H Company’s African market,and then comprehensively analyzes the company’s main competitors,opportunities and threats,and establishes an EFE analysis matrix to evaluate and analyze the external factors.At the same time,the company’s internal resources and capabilities are comprehensively analyzed.Internal resources mainly analyze production resources,financial resources,human resources and intangible resources.Enterprise capability mainly includes production capability,R&D capability,quality control capability,marketing capability,before sales and after-sales service capability.After analyzing the strengths and weakness of H company,an IFE matrix is established to analyze and evaluate the internal factors.According to the company’s strategic positioning and strategic objectives in the African market,the QSPM model analysis method and SWOT structure matrix are used to analyze the strengths and weaknesses of H Company in the African market,as well as the opportunities and threats it faces.Finally,a differentiated competition strategy is formulated for the company in the African market.The implementation approaches of differentiation strategy mainly include price strategy differentiation,marketing channel differentiation,product promotion differentiation,enterprise image differentiation and product design differentiation.To guarantee the smooth implementation of the differentiated competition strategy,five implementation plans and four implementation safeguards were put forward.The implementation plan mainly includes:optimizing the African market promotion plan,establishing the African market localization technology and marketing team,optimizing the market development system of marketing personnel,strengthening the technical research and development of products with African characteristics,and improving the customer service level in the African market.The implementation of security measures is mainly divided into four aspects,namely,organizational security,management security,financial security and cultural security.The African market is the core market for many multinational enterprises in the future.In the face of fierce market competition and product iteration,H company needs to pay attention to the improvement of its core competitiveness and firmly grasp the development opportunities.It is hoped that this paper can provide effective help for H company to implement differentiated competitive strategies in the African market,and also provide scientific reference for other enterprises in relevant industries to enter the African market and formulate competitive strategies.