TECNO Mobile's Growth Strategies in Africa
Case Code: BSTR548
Case Length: 18 Pages
Pub Date: 2018
Teaching Note: Available
Organization: TECNO Mobile
Industry: Mobile Phone Industry
Themes: Strategic Management, International Management, International Marketing
Abstract Case Intro 1 Case Intro 2 Excerpts
In August 2017, Chinese smartphone maker, TECNO Mobile (TECNO), won the Pan-African Mobile Phone Brand of the Year award, at the 2017 edition of the Titans of Tech Awards. The company reportedly received the award for its commitment to transforming state-of-the-art technologies into localized products in the emerging markets of Africa. Richard Ugochukwu (Ugochukwu), Senior Marketing Executive, Offline Events and Sponsorships, TECNO Nigeria, said, "This is a result of our commitment to continuously deliver World class, quality devices for every African consumer. This Pan-African award is a testament to this commitment and we are ever grateful to our consumers for taking the brand to unprecedented heights."
TECNO is the mobile phone brand of Transsion Holdings (Transsion), a global Chinese company established in 2006 to provide mobile communication products for emerging markets. TECNO entered the African market in 2007 and since then grew organically in the continent by offering innovative and high-quality mobile devices specifically geared to the African market at an affordable price. TECNO’s offerings, which included smartphones, tablets, and feature phones, enjoyed huge popularity and adoption in Africa...
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