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One size doesn’t fit all: Advice for brands seeking to access the African market

August 12, 2021

One size doesn't fit all: Advice for brands seeking to access the African marketWhen entering a new market, brands have to do a lot of intensive research. They need to test the market thoroughly to see how their brand will perform, examine consumers’ habits, assess their local competitors and decide how best to make their mark. It’s never an easy journey. This process can be particularly challenging in the African market, which many brands, especially global brands, battle to access.
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