King Long Bus Marketing Strategy Of The African Market

In today’s economic globalization, Company products are no longer only marketed in the limited local region, but also to the whole nation and even to the globe. Thus companies expanding into overseas market shall have to attach great importance to overseas marketing. Studying the marketing strategies put into practice by Xiamen King Long Bus Company in Africa, this article made its analysis by referring to the related documents, by model analyzing and by consulting some related responsible persons. It is revealed in the article that the current academic community has gained a deep understanding and abundant research findings on company products marketing. Basing on these findings, this article discussed the internal and external favorable and unfavorable marketing conditions of King Long bus in Africa by using the method of PEST modeling and SWOT modeling; in these models, it is found that the marketing of King Long bus in Africa is of advantage, strengths outweighing weaknesses, which means that it is advisable to market the product in Africa. And in order to make the marketing more successful, the article analyzed the layer features of African market and suggested the target markets by referring to STP marketing strategies. Sectors of business, tourism, and long distance bus operations and even government are recommended as the major target markets. After that, the article explained in details its marketing plan in terms of its 4P, price, product, place and promotion as well as its method for implementing the plan. At the end of the article, it summarizes the analysis.