Now, more than ever before, businesses are leveraging the connectedness of the international market place to extend their global operations into Africa. By identifying profitable marketplaces, expanding into multiple countries results in sustained business growth via an increased customer base.

To successfully transition into foreign countries, businesses must conduct a detailed market analysis, in order to understand their target market. This is required to properly assess determining factors such as growth potential, competition, and local market trends.

Developing a fit for purpose market entry strategy enables relevant stakeholders to evaluate their target markets and develop fit-for-purpose strategies that will guarantee success. This allows businesses to set realistic expansion aspirations and successfully manage relevant compliance issues.