Luxury company in the African market

Luxury company in the African market Research Paper example
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Running head: LUXURY COMPANY IN THE AFRICAN MARKET (Student Name) (Instructor’s Name) (Course Name) 7th November 2013 Table of Contents Table of Contents 2 Introduction 3 Opportunities 4 Limitations 7 Competitive marketing strategy 9 Product 9 Price 9 Promotion 10 Place 10 Conclusion 10 References 12 Introduction The increased population in the African countries has led to an increase in demand not only for basic products but also for luxuries including jewelry and motor vehicles among others.


Some of the notable countries that have continued to register increase in the number of dollar billionaires include South Africa, Nigeria, Kenya, Angola and Libya among others. Through the large investments in terms factories and farming, the wealth class has created many opportunities that have positive impact on the living standards of the middle class individuals in the rural areas. This paper seeks to discuss the entry strategies and the opportunities as well as limitations that Mercedes-Benz Company, a renowned manufacturer of luxurious vehicles would face in the Kenyan market. In its effort to enter Kenyan market, Mercedes-Benz a German based company will have adequate opportunities that will make the company achieve high sales and profits. Being one of the countries based in the East African region, Kenya population stands at 43 million people. The country headquarter is based in Nairobi with an estimated population of 6 million people in the year 2013. ...
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