2.4.3 Analysis of Characteristics of African machinery rental Projects
The characteristics of African machinery rental projects are following.
Infrastructure constructions are the main projects in Africa, because many places in Africa are very poor and backward. Among these projects, railroads, highways, buildings and airports account for more than 80 percent of total constructions.
There are some differences in north of Africa and south of Africa. North of Africa is much developed than the south, so these countries’ infrastructure is better than south, so machinery lease market is not as good as the south.
When leasing companies decided to enter Africa market, much attention should be paid to the political stability. Poverty, hunger and wars are very common in this region, so to choose a right place of investment means security of finance.
2.5 Analysis of Customer
This part will provide acknowledge for further use of CRM concept in practice. Paying mention to approaches to this method, existing experience, benefits and problems to choose its correct place in marketing strategy proposal. CRM may support different strategies, whether it be product, price, place or promotion oriented strategy.
Success of any of the above mentioned strategies a company would like to choose will greatly depend on how well this company knows its customers and how forthcoming will it be. Some successful companies observe customers using their own and competing productsa and train salespoeple to be on the lookout for unfulfilled customer needs. CRM is a method suggesting how to manage all these activities with the prospect of gaining relevant information.
2.5.1 Constitution of Customer
In African machinery lease market, the constitution of customer is three parties: government, private companies.
Now government is the most important customer in this field. Lots of projects belong to public construction, so the owner and supervisor is government. As for leasing companies, government as a customer is more secure, because it often has enough funds and secure measures ensuring projects can be done.
Private companies are another constitution of customer. As some African countries http://www.szdhsjt.com/gjsc/ economy increase, more and more local private companies need machinery lease service. In the future, this customer group will be the main involvement.
2.5.2 Constitution of Potential Customer
2.5 Analysis of Competitor
2.5.1 Strategic Groups
2.5.2 Strategic Group Map
2.5.3 4P’s Analysis
2.5.4 Extended Rivalry ( 5 Competitive Force )
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