臺灣博碩士論文加值系統

The eighteenth century was the new departure for the economic world. During
that period, the objective of each firm was to produce and sell through the international market (mass production and mass consumption). Every firm kept on producing and the overproduction was one of the causes of economic crisis in 1929. In the new economy,everything has changed. To understand the new economy, this study uses a qualitative method (e.g. document analysis) to analyze the marketing strategy of a Taiwanese solar lamp company in Burkina Faso. After analysis, compared to the Industrial Revolution, the concept of today’s companies is built on knowing consumer’s needs and wantsinstead of seeking markets after making the product. This concept is what the new
economy called “marketing”. Through an analysis of the marketing strategy of the company, the findings of this study show the solar lamp is a necessity for the schoolchildren in Burkina Faso. This research also proposes SWOT analysis as a comprehensive strategic planning for the company to achieve a sustainable competitive advantage. Through the SWOT analysis, the company’s strengths are more than its weaknesses. Also there are more opportunities than threats according to the results.
After SWOT analysis, it appears that:
(1) There are no major political, economic, cultural, and environmental factors of Burkina Faso that influence negatively the strategy of the company.
(2) The main weakness of the company is the lack of branch or office (of the
company) in Burkina Faso.
(3) As far as other external aspects of the company are concerned, the threat arises at the level of competition. Indeed, a last minute competitor has emerged on the market. This threatens the company cost advantage and cost strategy on the
marketplace.
(4) But thanks to the high quality of the product and also with the involvement of the Taiwanese Government for the promotion of solar lamp, Goldenwell is very lucky to resist its competitor’s attack in Burkina Faso.
(5) Another aspect is the confidence of World Bank's project "Lighting Africa” on the quality of the product of Goldenwell especially the product design capability.
Keywords: Marketing strategy, Burkina Faso, solar lamp, competition

TABLE OF CONTENTS
ABSTRACT ........................................................................................................................ i
DEDICATION.................................................................................................................. iii
ACKNOWLEDGEMENTS ............................................................................................ iv
TABLE OF CONTENTS ................................................................................................ vi
LIST OF FIGURES ....................................................................................................... viii
LIST OF TABLES ........................................................................................................... ix
ACRONYMS AND ABBREVIATIONS ......................................................................... x
CHAPTER I: INTRODUCTION AND THE RESEARCH CONTEXT .................... 1
1.1- Development and Current Economic Situation in Africa and Burkina Faso ....... 1
1.2- Development and Current Situation of Electricity in Burkina Faso .................... 3
1.3- The Importance of Solar Energy in Burkina Faso ................................................ 4
1.4- Statement of the Problem ..................................................................................... 6
1.5- Purpose and Significance of the Study ................................................................. 6
1.6- Delimitation of the Study ..................................................................................... 7
CHAPTER II: LITERATURE REVIEW ...................................................................... 8
2.1- Marketing Strategy .................................................................................................. 9
2.1.1- Marketing........................................................................................................ 10
2.1.2- Importance of Marketing Strategy .................................................................. 12
2.2- Cross-Cultural Marketing ...................................................................................... 15
2.3- Development of Solar Energy ............................................................................... 18
CHAPTER III: RESEARCH METHODOLOGY ....................................................... 23
3.1- Document Analysis ................................................................................................ 23
3.2- Previous Findings through Document Analysis Method ....................................... 24
3.3- Motivation and Data Sources ................................................................................ 25
CHAPTER IV: ANALYSIS OF THE COMPANY STRATEGY .............................. 27
4.1- External Analysis of the Company (Burkina Faso) ............................................... 27
4.1.1- Economic Development ................................................................................. 28
4.1.2- Political Environment ..................................................................................... 35
4.1.3- Energy (Electricity and / or Solar Energy) ..................................................... 38
4.1.4- Education ........................................................................................................ 40
4.1.4.1- Primary Level .......................................................................................... 41
4.1.4.2- Secondary Level ....................................................................................... 43
4.1.4.3- Higher Education Level ........................................................................... 44
vii
4.1.5- Socio-Cultural Characteristics ........................................................................ 45
4.2- Marketing Mix (4’Ps) of the Solar Lamp .............................................................. 48
4.2.1- Product ............................................................................................................ 49
4.2.2- Price ................................................................................................................ 52
4.2.3- Place................................................................................................................ 52
4.2.4- Promotion ....................................................................................................... 53
4.3- The Performance Environment .............................................................................. 56
4.3.1- Suppliers ......................................................................................................... 56
4.3.2- Customers ....................................................................................................... 57
4.3.3- Competitors .................................................................................................... 57
4.4- Strategy to be Adopted (SWOT Analysis) ............................................................ 58
4.4.1- Internal Analysis: Strengths and Weaknesses ................................................ 59
4.4.1.1- Strengths .................................................................................................. 59
4.4.1.2- Weaknesses .............................................................................................. 62
4.4.2-External Analysis: Opportunities and Threats ................................................. 64
4.4.2.1- Opportunities ........................................................................................... 64
4.4.2.2- Threats ..................................................................................................... 68
CHAPTER V: CONCLUSION ...................................................................................... 71
5.1- Summary ................................................................................................................ 72
5.2- Limitations of the Study ........................................................................................ 74
5.3- Suggestions for Future Studies .............................................................................. 74
5.4- Implications for Researchers ................................................................................. 75
5.5- Implications for Managers ..................................................................................... 75
REFERENCES ................................................................................................................ 77
APPENDICES ................................................................................................................. xii

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