'n Bemarkingsplan vir Ingersoll-Rand / Benjamin James Dippenaar

• Main Author: Dippenaar, Benjamin James
• Language: other
• Published: North-West University 2013
• Online Access: http://hdl.handle.net/10394/8293

The purpose of the study was to present Ingersoll Rand Technologies with a proposal to support the expansion of their network into Angola, to provide Ingersoll-Rand with a deeper insight into the Angolan marketplace, and to support the corporation to grow as an African business. In order to expand their business into pan-Africa, Ingersoll Rand needed to understand how to do business in Africa and partner with suitable trustworthy distributors who were already established in Angola. The study worked collaboratively with Ingersoll-Rand, and had a twin focus on delivering not only the analysis and results required, but also the local knowledge required to be successful in those markets. A study of the industrial machinery manufacturing industry in Angola was undertaken in order to identify competitors and potential distributors they may wish to partner with. The study conducted an analysis of local distributors to determine their suitability as potential partners and as a base to grow the local market for products in the future. The study also reviewed local techniques for the way in which business is conducted and provided Ingersoll Rand with an insight into those. The study supported Ingersoll-Rand in creating a clear foundation on which to grow their African business. In the conclusion of the study, a marketing strategy for Ingersoll Rand outlined the recommended marketing mix that the company should use for Angola. The products that were recommended were focused on mining, oil production and manufacturing with no adaptation. The target market for Angola was described as global industrial companies with operations in Angola and major Angolan national companies that prefer to make capital investment decisions based on quality and support in remote regions rather than cost savings and short term bargaining. Pricing for Angola was determined by considering where the bulk of products would be procured for Angola, and the number of competitors in the market. Ingersoll Rand will not be able to skim the market due to the presence of established competitors, but may be able to penetrate the market due to their economies of scale and their proximity to the market in relation to competitors, which reduces shipping costs. Distribution recommendations focused on container shipping due to the proximity of a major commercial harbour in Luanda and the efficiency and affordability of the method, as well as the fact that most of Ingersoll Rand's customers are heavy industrial and have the capabilities to ship containers. DHL was identified as the favoured freighting partner for Angola due to their longstanding relationship with the company and their expertise in the market. Ingersoll Rand is advised to focus on the development of a strong distributor network as well as the direct interaction with major corporate clients in Angola in order to reduce the risk of entering the market and to utilise the knowledge that local operators have gained in the industry locally. The goal of this strategy is to gain a market presence in Angola in a relatively short period to deliver products and services at a lower initial investment level. Angola was found to be a suitable international target market for Ingersoll Rand South Africa with a lot of potential as a key market for the business. === Thesis (MBA)--North-West University, Potchefstroom Campus, 2011