Researching African Markets

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Overview

This module has been developed in partnership with the International Trade Centre (ITC).

Learning Objectives

This module uses a problem-based approach to introduce the key concepts of developing an export market. It assumes you have already completed the module titled THE OPPORTUNITY OF INTRA-AFRICAN TRADE and GETTING YOUR BUSINESS READY FOR EXPORT. If you have not completed them yet, you can access the modules through the AFRACAD catalogue.

This module specifically addresses the main challenges faced when doing market research in Africa. As already mentioned in our previous module titled The Opportunity of Intra-African Trade, SMEs consistently report difficulties accessing information as one of their key constraints to engage in intra-African trade. This is where market research which is the process of identifying and collecting such information comes in.

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

Select a shortlist of target markets that present a viable opportunity for your product
Select the target market with the highest export potential for your product
Prepare a market research report based on primary market research of the selected target market using qualitative and quantitative methods

Sessions / Modules

2026

SCORM12 - Researching African Markets

Target Audience

Professionals in Chambers of Commerce or Industry Unions

Government Employees in Ministries of Trade & Industry

Entrepreneurs

African Exporters