Digital commercial innovation strategy to expand and consolidate into new markets: B2B focus

Ramoneda Cobos, Paula

Digital commercial innovation strategy to expand and consolidate into new markets: B2B focus

License

Citation

Ramoneda Cobos, P. Digital commercial innovation strategy to expand and consolidate into new markets: B2B focus. 2022. handle: http://hdl.handle.net/10230/54911

This citation was generated automatically.

Abstract

This paper is aimed at proposing COFME Electrical Group a renewed version of the expansion plan to Africa from 2021. This expansion plan consisted of the recruitment of African agents through a Facebook Lead Ads Campaign. However, as no final order was achieved, the idea is to pursue an expansion project combining traditional and digital channels. Moreover, the research paper got us to conclude the reasons for the lack of trust and motivation from the agents. Thus, some proposals have been presented to overcome these challenges and achieve consolidation in the long-term in these markets. The final strategy consists of a 3-year plan economically viable targetting 2 countries: Mauritius and Ghana.