| To make a marketing strategy is one of the most important marketing activities.A scientific and rigorous marketing strategy is the key premise to fulfill the marketing activities and achieve the targets for a company.Kenya is the key point country of the initiative of One Belt One Road in Africa.In2012,BEIQI FOTON registered a subsidiary company in this country.As a milestone for FOTO N China,FMKL undertakes a core mission of globalization of the mother company.To study the value-marketing of FOTON Motor Kenya Limited could bring a outstanding practical significance to the development of marketing and business of FMKL.Based on the latest marketing theory,the paper takes FOTON Motor Kenya Limited as the researching case in practice.Via analysis of Kenya micro economy environment,the macro economy environment of the market,we found the insufficient in our value-delivery aspect.Based on the analysis of consumer behavior and the behavior of major competitor,the macro environment of the company in the pre sent company,we could dig out and identified some unrecognized and unsatisfied demand of commercial vehicle market.To exploit,incr ease,and deliver the customer value,we select the value marketing and marketing combination theory of 4P,4C and 4S synthetically and line into a tactics of product assortment,price,dealership,after sales service and spare parts,brand,and financing,in order to strengthen the competitive and increase the market share and brand influence.In accordance with the implement of the value tactics,we make series measures for guaranty,including company organization adjustment,human resource teamwork construc tion,budget adjustment and public relationship maintenance.In consideration of the development of Kenya commercial vehicles,this study could offer FMKL a new upgraded solution of marketing strategy and tactics.This upgraded solution of marketing strategy and tactics could not only ensure FMKL benefit from its developing competitiveness,but also could offer some reference value to those national brands launching or going to launch global strategy. |
