A Case Study On Company W Marketing Strategy In Kazakhstan

E-commerce marketing has been becoming one of the most marketing channels in the past decades.The quantities of international enterprises have been largely increased with the booming development of e-commerce in the past decades.The competition among the international enterprises has becoming more and more fiercely in the e-commerce era.That is,although the international enterprises access to the convenience of e-commerce,they have to be faced up with the decreasing profit rate with the high information transparency online while the marketing costs keep increasing yearly.In consideration of the situation,the international enterprises have to resort to new marketing strategy to retrieve competitiveness,such as oversea offline marketing.Company W has been planning to start offices or branch companies to conduct the global marketing strategy both online and offline in the global market.Firstly,the dissertation presents the rationale and significance of the topic,in addition,the basic ideas and methodology of the study;Secondly,it presents the marketing theory such as STP and 4Cs on which the following analysis are based;Thirdly,it introduces the products such as video wall and digital signage in the industry of smart terminal display,market environment,Company W,global marketing situation of Company W,meanwhile,it analyzes the marketing environment in Kazakhstan;fourthly,the dissertation takes the marketing strategy of company W in Kazakhstan market as the study object,to make the analysis based on the theory of STP and 4Cs;Finally,it draws the conclusion based on the above analysis,and it points out the narrow limitation.