The paper "ARTS Primary Product Line vs Positive-BGH Primary Product Line, the Likely Returns of Producing and Selling Titan in the Rwandan Local Market” is a meaty version of a case study on the marketing. The Rwandan technology market has attracted many foreign investors over the past decades. The move can be attributed to the existence of high political stability, the large customer base and the strong economic growth leading to a strong currency. The main competitors in the Rwandan technology market are the Positivo-BGH company and the ARTS company (Adams 2016 pg.
45). The Positivo-BGH company which is a joint venture has a long history in Rwanda and therefore attracts a large customer base. These two companies exhibit high competition in their product line and the need for each company to employ market strategies that can generate a competitive advantage. The positive-BGH made the largest impact in the technology market introducing the first homemade Rwandan computer POSITIVO-BGH. According to Leydesdorff et al (2016 pg. 40) the continued need for the nationwide 4G coverage and smart devices by the government has prompted the highest competition in product innovation.
The entrant in the technology market especially computer devices innovation by the ARTS company will, therefore, need massive strategies in order to compete for the products by the market leader Positivo-BGH. This paper will mainly focus on the analysis of the Alpha Response Technology Solutions strategies that will enable the breakthrough of its computing device, the Titan. 2.0 Background to the case studyThe case study involves two competing companies, the ARTS company, and the Positivo-BGH company. The positive-BGH company is a joint merger of the positive company and the BGH company in a deal to jointly operate in Rwanda.
The company has enjoyed more than 100 years in the manufacture of electronic devices. As postulated by Gagliardone and Gooloba (2016 pg. 26). The long-time operations in Rwanda has enabled the company to acquire a large customer base and acceptance among the suppliers and end customers. The managing director of ARTS company and the Positivo-BGH happen to have been classmates and therefore have to compete and contracting strategies in hitting the Rwandan market.
The two companies mostly deal in the same product line i. e. the manufacture of computers and tablets. The ARTS company management has planned to hit the Rwandan economic zone with a portable computing device that can give it a competing edge over the software market leader Positivo-BGH. Positivo-BGH enjoys a good customer base because of the local partnerships with the government and other sectors. The company has attained a partnership agreement to supply the laptops and other electronic devices to schools in a one student one laptop program (Adam et al 2016 pg.
90). The Rwandan government has been very cooperative in setting policies and procedures for foreign investment. The country upholds favorable tax rates and hence a conducive working environment by the foreign investors as postulated by Huang and Huang (2016 pg. 43). The research by scholars on the technology market of Rwanda shows that entrants can potentially seek market share if they introduce more competitive products than those of IT market leaders like the positive-BGH company. This research presents higher chances for ARTS companies to succeed in the Rwandan competitive market.