The Study Of Marketing Tactics Of Fiber Optical Cable At L Company In African Market

Since the 21 st century,China and Africa have established a new type of strategic cooperative partnership.In particular,the proposal of the "One Belt And One Road" initiative in 2013 provided a great opportunity for the development of China-Africa bilateral trade.Since 2009,China has been Africa's largest trading partner.In recent years,the African economy and society have achieved rapid development,and the African communication industry has also ushered in a period of rapid development.L company is committed to the production and research and development of optical cable and optical communication accessories.As a small and medium-sized enterprise,L company needs to have its own unique marketing strategies and strategies in order to get a share of the African market and compete with large enterprises.This paper takes the marketing situation of optical cable in Africa market of company L where the author works as the research object.Under the guidance of the marketing theory,the research is conducted through literature research and interviews.First of all,while expounding the general situation of company L and the marketing status quo,it focuses on the analysis of the marketing strategy status quo and the marketing strategy status quo.Through the comprehensive analysis of STP marketing strategy and 4P combined marketing strategy,the current situation of company L is clearly shown.Secondly,it makes an in-depth analysis of the marketing environment of L company from the internal and external environment by using PEST,SWOT and other model tools.Thirdly,it comprehensively analyzes the problems and causes of the marketing strategies(STP)of L company,such as inaccurate market segmentation,single choice of target market and too broad market positioning.It also systematically explains the problems and causes of the four marketing strategies(4P),which are lack of innovation in product strategy,too simple in price strategy,lack of direct channel strategy and monotonous in promotion mix strategy.Finally,according to the research results to find the marketing strategy in line with the status quo and marketing strategy improvement recommendations.At the same time,the research methods and research content involved in the paper,for other cable production enterprises to carry out the same type of analysis will also have a certain role of inspiration.