The Marketing Strategy In Ethiopia Of HN Company

With the increasingly fierce competition in international trade, many domestic enterprises have begun to look for opportunities to go abroad and develop overseas markets. HN company attaches importance to overseas markets and entered the market in 2009 in Ethiopia. In recent years, the international garment industry is also undergoing a large transfer, Ethiopia would be likely to become the next "World garment factory." This paper aims to give some suggestion on developing overseas market for other Chinese private companies through studying HN company’s marketing strategy research in Ethiopia market, and lead to more discussion.This article make Ningbo HN company which both producing and trading clothing material and marketing in Ethiopia market for example. Through the analysis and investigation on Ethiopian market environment, and to identify HN company’s problems facing and disadvantage. Then ultimately clear its market positioning ideas, and by product, price, place, promotion and other aspects to make a marketing strategy.This article mainly do the research through both HN company head office and it’s Ethiopia office’s daily work and visiting Ethiopian market. Then collect some useful information from books, other articles and internet and finally through market segmentation theory, analysis 4P marketing mix theory obtain marketing strategy. After verification and analysis, the article concluded:HN company’s market position should be:treating garment factories as main customers and markets wholesale and retail customers be second. Supplying garment factories materials and government purchasing items should be most important more than market items.HN company’s pricing should be based on high-end mainly to avoid vicious price competition, and plans to reverse purchase and buyback; in the channel in addition to maintaining existing channels to invest and set up factories and development of social media as a new channel building; through the maintenance of public relations, advertising, etc. put signs hanging promotions.