The Marketing Strategy Research Of FOCUS Company In Ghana

In recent years,the world economy and trade have recovered.The domestic economy has developed steadily,and the industrial structure has been optimized and upgraded.A large number of Chinese enterprises actively cultivate new competitive advantages in foreign trade with technology,quality,service,standard and brand as the core competitive power.China's “the Belt and Road” strategy promotes integration of Eurasian and non-continental economies,taking the road of mutual benefit and win-win development.Many enterprises take advantage of "Stepping out" and extend their markets to Europe,Africa and other Countries.Ghana has attracted extensive attention of Chinese enterprises for its rich natural resources,human resources and market resources.Based on the above background,this paper chooses FOCUS company as a case study,and takes academic research as the theoretical basis.Through the research and analysis of FOCUS company's marketing strategy in Ghana market,it provides effective suggestions for the future development of FOCUS company in Ghana,and also provides the reference for other Chinese enterprises going along with “the Belt and Road”?Chapter 2 of this paper introduces the history,current situation,market environment of FOCUSCompanyand points out the main problems and challenges faced by the operation of FOCUS Company,as well as the direction of future development.Chapter 3 is the strategic analysis,discussing the political,economic,social,cultural and technological environment of FOCUS Company faced in Ghana.Combining with the development trend of this industry,FOCUS Companymined its own resource advantages.And then analyze the marketing environment of FOCUS Company in Ghana which includes the advantages,disadvantages,opportunities and threats for sorting out the reorganization of FOCUS Company.This paper combs the overall environment of FOCUS Company,and prepares for further research on the target market and market positioning of brand products.Chapter four defines FOCUS's target market positioning which is Ghana's mid-end electronic&electrical market and residents' purchase wholesale market through the analysis of FOCUS's STP marketing strategy.The fifth chapter is to formulate the product strategy,price strategy,channel strategy,promotion strategy,brand strategy of FOCUS company,and to provide asolid basis for optimizing and implementing the FOCUS company's marketing strategy in the future.Finally,Chapter 6 puts forward some corresponding safeguard measures for the implementation of marketing strategy.Through the analysis and research of this paper,we hope to lay a foundation for FOCUS Company to develop Ghana market in an all-round way,and provide a useful reference for other Chinese enterprises to enter the African market by the means of "Brand".