Logo GoAfrica
Business Development Consultant
il y a environ 2 heures
In Accra, a distributor once asked me a question that completely reframed how I see market entry into Africa:

β€œπ‘¨π’“π’† π’•π’‰π’†π’š π’„π’π’Žπ’Žπ’Šπ’•π’•π’†π’… 𝒕𝒐 π’•π’‰π’Šπ’” π’Žπ’‚π’“π’Œπ’†π’•, 𝒐𝒓 𝒂𝒓𝒆 π’˜π’† 𝒋𝒖𝒔𝒕 𝒂𝒏𝒐𝒕𝒉𝒆𝒓 π’•π’“π’Šπ’‚π’?β€π’–π’π’…π’†π’‡π’Šπ’π’†π’…

That single sentence explains why many foreign brands fail β€” not because of product quality, but because of perceived commitment.

𝑰𝒏 π’•π’‰π’Šπ’” π’‚π’“π’•π’Šπ’„π’π’†, 𝑰 π’ƒπ’“π’†π’‚π’Œ π’…π’π’˜π’ π’˜π’‰π’š π’…π’Šπ’”π’•π’“π’Šπ’ƒπ’–π’•π’Šπ’π’ π’Šπ’” 𝒏𝒐𝒕 π’”π’•π’“π’‚π’•π’†π’ˆπ’š β€” 𝒂𝒏𝒅 π’˜π’‰π’‚π’• π’”π’†π’“π’Š...
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Distribution Is Not Strategy β€” I Learned This in Accra

This article outlines what you should do to succeed in your distribution project in Africa.