THE MARKET POTENTIAL FOR ELECTRONIC PAYMENT APPLICATIONS IN GHANA AND UGANDA. CASE COMPANY– MAVIANCE GMBH
Terekhova, Mariia (2016)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016101415197
https://urn.fi/URN:NBN:fi:amk-2016101415197
Tiivistelmä
Nowadays, electronic payment solutions are widespread all around the world. Besides, their popularity is rapidly growing in emerging markets bringing numerous business opportunities to the international companies specializing in electronic payment systems.
The aim of this thesis is to create a marketing strategy for the penetration of Ghana and Uganda with Smobilpay, which is an electronic payment application of Maviance GmbH. The research is done with the help of an analysis of the business environment for electronic payment solutions in Ghana and Uganda.
The marketing strategy includes a description of the appropriate pricing approach as well as distribution and promotion channels for Smobilpay. According to the research and interviews, recommendations for market penetration of Ghana are given.
The aim of this thesis is to create a marketing strategy for the penetration of Ghana and Uganda with Smobilpay, which is an electronic payment application of Maviance GmbH. The research is done with the help of an analysis of the business environment for electronic payment solutions in Ghana and Uganda.
The marketing strategy includes a description of the appropriate pricing approach as well as distribution and promotion channels for Smobilpay. According to the research and interviews, recommendations for market penetration of Ghana are given.