Marketing Strategies of ADF Group

Running head: MARKETING
Marketing
Name of the University:
Name of the Student:
Author’s Note:

1MARKETING
Table of Contents
Introduction................................................................................................................................2
Differentiation............................................................................................................................2
Competitive Advantage..............................................................................................................3
Commoditization........................................................................................................................3
Segmentation..............................................................................................................................3
Marketing Mix...........................................................................................................................4
Solutions Approach....................................................................................................................5
Sustainability..............................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................6

2MARKETING
Introduction
ADF Group is the abbreviated form of African Development Funding Group, which
was founded originally as an investment company for Africa. In the year 2013, it has planned
to expand its business and established its head office at Hong Kong. In the meantime, the
operations’ scope transformed in order to include the developing regions, specific advanced
markets all across the world, for fully exploiting the international strategies for investment.
Since then, the ADF Group evolved into a private equity company and international fund
management along with interests spanning Asia, Europe and Africa (Adfgroupltd.com 2018).
The purpose of this essay is to analyze the differentiation strategies, competitive advantage
and commoditization of the ADF Group. Moreover, the report throws light on the market
segmentation part along with the market mix. Lastly, the report highlights the sustainable
approaches undertaken by the ADF Group.
Differentiation
ADF Group is a non-profit organization, which is registered and works for protecting
the environment and empowering the communities. The Foundation believes in maintaining
as well as building a strong partnership with communities at which it operates. The ADF
Foundation enriches individual’s lives by implementing improved nutrition and health
infrastructures, creating safe and clean places for the children, education and generation of
sustainable income sources for the families. The differentiation strategy of the company is to
understand the needs of each community. Every community has some specific needs and the
ADF Group strives to address those needs by gaining an understanding of those in an
impactful way (Nagle, Hogan and Zale 2016). In addition to this, they consider those needs
and develop their conservation areas as well.