Developing an African Market

This module uses a problem-based approach to introduce the key concepts of developing an export market. It assumes you have already completed the general modules titled MARKETING YOUR PRODUCT AND REACHING CUSTOMERS WITH YOUR PRODUCT. If you have not completed them yet, you can access the modules through the AFRACAD catalogue.   

Although the fundamentals of marketing remain the same whether you are selling domestically or internationally, there are some particularities to consider when entering an international market. In addition to cultural, language and legal differences all of which impact consumer behaviour and preferences, country-specific socioeconomic factors also influence how goods are distributed what people buy and how they make purchasing decisions. In most cases, SMEs opt to work with local distributors who are well positioned to represent their company and product in their target market. The market entry decision therefore involves settling on what approach to take with whom to work and on what terms.   

On completion of this module, you will be able to:

• Identify the different market entry options available and make an appropriate decision.   
• Determine the most important considerations when contracting a distributor.