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Leaseback is very favorable to the enterprise and it is used to improve its financial position when enterprises are in lack of finance. Lessee can fix assets into cash and then invest in other business, but at the same time he can continue to use the asset over the lease term. In addition, corporate profits and depreciation in the sale of the assets has been recovered.

2.2.5 Sublease

Equipment leased by the leasing company from the foreign leasing companies is rented by a domestic enterprise. When its borrowing capacity is weak and lack of underdeveloped financing techniques, a leasing company often use sublease in order to facilitate the financing.

2.2.6 Comprehensive Lease

This lease is closely linked with the international trade. The following are the three types: (a) the combination of leasing and compensation trade. (b) the combination of the lease and the processing and assembly operations. (c) the combination of lease and export credit.

2.3 The Background of Machinery Leasing

Machinery leasing is an industry that caters for the demand of machinery. In machinery leasing, the lessor provides machinery according to the specific requirement of the lessee on lease object and supplier selection, and the lessee uses the machinery during the renting period, but it has to pay for it.

Modern machinery leasing began to boom all over the world after the world war two. After world war two, the global economy have a greatly increase, due to many countries’ development especially the developing countries, modern machinery have ever increasingly developed. For example, in Asia and Africa many independent countries are anxiously developing their infrastructure, such as electric power, cleaning water system and roads construction. Rental business areas cover heavy, expensive construction equipments, airplanes, ships and so on. However, modern machinery leasing is different from earlier one, modern machinery aims to finance and that is a notable characteristic.

2.3.1 The Introduction of DaTong Co., Ltd’s Machinery Leasing in Africa

Now Africa is a booming market. Lots of developing countries are increasingly trying to build roads, airports and railroads, so there is much room for DaTong to develop. Therefore, DaTong Co., Ltd decided to develop its own machinery leasing business in Africa. As its construction machinery is the top of the world among DaTong’s products, DaTong has made decisions that using construction machinery as the main products to enter Africa market.

2.4Marketing Analysis

2.4.1 Marketing Analysis Tools

PEST analysis

The word PEST consists of initial letters of political, economic, social, and technological. Through it decision makers can totally understand the macro-environment. The macro-environment is so changeable and complicated that corporati本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。