Expansion Strategy And Performance Analysis Of Transsion's Mobile Phone Business In African Market

In recent years,the global digital economy represented by the mobile Internet has flourished.Mobile phones not only bring convenience to people in communication,but also become an important tool to promote economic development.With the global mobile phone entering stock competition,the vast incremental space in emerging markets has become the focus of competition for mobile phone manufacturers.Transsion Holdings is a prominent representative of domestic mobile phone manufacturers going overseas.Transsion has focused on the African market two years after its establishment,and is committed to creating mobile phone products that truly meet the needs of African consumers.After years of hard work,Transsion has become a well-known mobile phone manufacturer in Africa,ranking first in the African market share,and has been hailed as the "King of African Mobile Phones" by the industry.Transsion promotes its successful experience in Africa and actively expands in emerging markets such as the Middle East and East Asia,covering more than 70 countries and regions around the world.This paper takes the case of Transsion's mobile phone business successfully expanding the African market as the research object.Based on the analysis of Transsion's internal resources and the external environment it faces,this paper explores the path of Transsion's mobile phone business to develop the African market.Using the theoretical basis of STP and 4P strategy,this paper analyzes the business strategy of Transsion's mobile phone business in African market.Exploring the market performance of Transsion's mobile phones through changes in Transsion's revenue scale,mobile phone market share and mobile phone brand awareness.Transsion's financial performance is studied through factor analysis to measure the effectiveness of its business strategies.This paper found that,Transsion seized the development opportunity of African mobile phone market,carried out multi-brand sales,localized technological innovation,implemented low price strategy,promoted promotion and publicity,established an extensive sales network and a relatively complete after-sales service system,and finally won the favor of African consumers.However,there are also some problems,such as lack of core technology and difficulties in transformation and upgrading.Therefore,Transsion should take measures such as increasing R?D investment and strengthening the layout of mid-to-high-end products.The successful experience of Transsion in Africa has strong reference significance for other domestic mobile phone manufacturers to explore emerging markets.