Define a market entry strategy across 48 markets for a global alcoholic beverage company to build a business with speed and scale in the mainstream African market.
We began with a meta-analysis to gather multiple reputable sources of information, data and indices for the category.
We then developed a bespoke index to assess the relative opportunity across multiple markets in Sub Saharan Africa and to select the most ‘fertile’ proxy markets for a market-entry strategy, which included sizing of the opportunity.
Qualitative and quantitative research was then conducted across the proxy markets to understand and quantify local habits, attitudes and behaviours in the category.
We also conducted market distribution and trade immersions to help us build a route-to-market strategy, delivered as a comprehensive prioritisation plan.
A market-entry strategy addressing entry markets, a regional strategy, a route-to-market plan and a pricing and distribution strategy.
