Global Market Entry Strategy and Digital Marketing Analysis for TIY Construction in Kenya
Overview
This paper analyses TIY, a diversified building and construction company seeking international expansion into the Kenyan market. It examines current advertising strategies, market opportunities in the housing sector, and entry mode decisions while considering socio-cultural, economic, legal, and political factors affecting foreign market operations.
What this coursework covers
- Current Advertising Analysis - Overview of TIY's profit objectives and shift toward global marketing with focus on digital strategies
- Market Opportunity Assessment - Analysis of housing demand in Kenya and competitive positioning for residential construction services
- Entry Mode and Marketing Strategy - Discussion of market entry modes, distribution channels, and international marketing considerations
Preview
Part 1: Current Advertising Analysis
TIY is a diversified building and construction company that offers building and construction services. YIT's main goal and objective are to make a profit and increase its activities over time. Our company, TIY, primarily offers housing services to consumers. Various building and construction companies have focused on international expansion as challenges and prospects in marketing have shifted. Global marketing is becoming increasingly important to companies of all clients, sizes, and national economies in the twenty-first century.
Although the global economy is booming and growth is expected to continue, global economic uncertainties have risen. A global company should get positioned in a way that it can take advantage of worldwide market opportunities ("Orbis report – Global company coverage,”). The company wants to increase its business activities to broaden its service range to include new market segments and customers as a society and needs shift. It assists its customers in developing land operations, providing facilities for managing properties, and helping the industry increase production quality about maintenance services and construction. Building system services are in high demand across the industry. TIY wants to expand its systems integration market share in all the developing countries and enter new markets as this will help the company widen its services and products in the foreign market. Housing appears to be in high demand in Africa, especially in Kenya (Kieti and K’Akumu, 2018). The good reputation and volume of ongoing residential construction by YIT are excellent preconditions for fulfilling the Kenyan business's goals.