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Market entry project

SOTM November. Market entry project for a US communication company

africon was contracted to carry out a market assessment and recommend a suitable Africa strategy for a major international player in the two-way radio communication industry. The project had 7 countries of focus where a total of 184 interviews were conducted with the relevant players in the industry. The results concluded from the analysis of all interviews and market data was clear; South Africa dwarfs its counterparts in terms of market size and market maturity. Nigeria, Kenya and Angola on the other hand offer the greatest potential going into the future. Quality was found to be the key determining criteria for consumers when purchasing two-way radios. This is mainly due to fact that main users of two way radios tend to be in critical sectors where quality cannot be compromised including law enforcement, private security, mining, oil and gas. Customers in this sectors are willing to pay a premium for the guarantee of a reliable products. Africon can provide value to other radio communications companies by evaluating the market potential for their product, analyze the value chain and identify suitable distribution partners in the key market in sub Saharan Africa