The Study Of Marketing Tactics Of TCL TV In African Market

TCL's internationalization path was formally put on the agenda after acquiring Thomson and Alcatel brands.However,because TCL is still a traditional manufacturing enterprise,the problems of international operators and the lack of experience are still serious.The acquisition of international brands after the acclimatized,management is not in place,resulting in a large amount of capital waste and loss of sufficient proof of the lack of capacity of the problem.In addition,the acquisition of patents and technology to keep pace with the market,failed to switch the CRT technology to LCD technology.Therefore,enterprises in the lack of talent,management fatigue and technical lag of a variety of repression under the formation of huge losses.Although the enterprise overall face difficulties,but TCL in other regions also gradually began to work as a foundry business to maintain the normal operation of the enterprise.TCL's strategic development in Africa at present can be divided into three stages:1.OEM stage,mainly OEM business;2.Brand agent stage,full TCL brand business output,cooperation with local brand dealers,3.Joint-venture company,with partners to establish joint ventures,and appoint the Chinese staff and partners to jointly manage the operation by risk sharing.TCL currently in the African market is between 2^nd and 3^rd phase of the transition period.From 2006,TCL began to look for local factories and dealers in Africa to start the OEM business,and gradually cultivate the brand business until 2015.However,from the 2015and 2016 year-on-year sales data,TCL is struggling in the brand business:The South African market is still empty,the Nigerian market has not yet opened,Africa market's overall sales,gross profit and gross margin of the year-on-year has declined;the online business lacks of systematic management and investment;Lack of exclusive brand shops to enhance the brand image;Lacking of timely and effective after-sales service and point-to-point response.Through re-analyzing TCL's external environment,for example,political wise,economic wise,social wise and technological wise,it is not difficult to find that the development of TCL brand in Africa will be affected by the political factors and economic factors of different countries,is a force majeure factor,and the whole industrial and technical skills of African market is still left behind and quite depending on foreign enterprises to support.Through a scientific regional division for the African region,which divided into North Africa region,Central,East,West Africa region and South Africa region,TCL can make full use of its industrial capacity,international brand awareness and product competitive advantage to these three regions to implement different business strategies,to seize demand of different regional markets.At the same time,through the SWOT analysis and internal resource analysis,we found that the cost advantage and the upstream stable supply is our biggest advantage,and lacking of delicacy management ability would be the main direction to be improved;Referring to external wise,we can use the Economic and Monetary Union of West Africa as an opportunity,but competitors,in particular,Hisense's European Cup advertising campaign is also a threat we face.In the target market selection and positioning,TCL TV Africa market selects the target market range from 25-year-old to 40-year-old young family as our target group,at the same time to redefine market positioning concept.In terms of business strategy,we announced Strengthening terminals,optimizing channels,enhancing promotion and accelerating turnover as general direction,take UD promotion,Smart TV popularization,big size increment and size focus as the product strategy,reviewing channel resources and proposing incentive for promoters,and adopting competitor pricing tactics instead of cost pricing tactics.Also associate with good design and marketing materials to help distributors to implement marketing plan.Chinese brand is becoming stronger and stronger,many Chinese brands have successfully gone abroad and rooted in the global market.TCL brand has great potential growth in the African market,and we should work together to utilize country's policy dividend such as"Made-in-China 2025"and"The Belt and Road"for ourselves.However,TCL Brand still faces a lot of challenges,so we should be humbled and open-minded to learn top brands'delicacy management capabilities,and comprehensively improve product and marketing capability.