A Study Of The Marketing Strategy Of Mobile Phone At TRANSSION HOLDINGS LIMITED In Africa

With the development of science and technology,mobile phones have gradually become a daily necessity for people,and Africa is no exception.Africa,with a 1.2 billion population,has been steadily improving in political situation,sustained economic development and continuous improvement in infrastructure.And also,the Chinese government has also strengthened trade between China and Africa.Under the favorable conditions of implementing “The Belt and Road Initiative" national policy,a large number of Chinese mobile phone manufacturers have been focus their eyes on the blue ocean of Africa.After decades of intensive cultivation in the African market,the “TRANSSION”company has finally become a well-known mobile phone brand “TENCO” in Africa.However,in the face of such an incentive to compete in today's market,it has long been different from the era of Nokia and Samsung only a decade ago.In addition to coping with the competition from large international brands,there are also many small brands and entry of emerging brands from China.The “TRANSSION" company is currently dominated by functional phones,and the smartphone market share is still dominated by Samsung.Although it is situated in more than half of Africa,it can only make a small profit.In this paper,we use PEST model to analyze the overall marketing environment of the major mobile phone markets in Africa,and through the analysis of SPT marketing strategy and 4P marketing mix strategy of the past in Africa,we summarize the challenges faced by the “TRANSSION" company in the African market,and put forward feasible suggestions for the “TRANSSION" company marketing strategy,and then explore the applicable countries.The marketing strategy of mobile phone brand in African market provides reference for other Chinese consumer electronics industry to enter African market.