07/08/2026
Let's talk about something that you may rarely hear in business meetings and conferences, and that no one wants to talk about Africa.
"The African market is not a conventional market for conventional methods."
Those who fail to understand this reality get it wrong in Africa.
Working in Africa demands that you think outside the box within the realities of the local market. It requires humility, curiosity, and sometimes a willingness to unlearn what conventional business textbooks have taught you.
As a market entry and business development expert, I have seen companies struggle not because they had bad products, but because they applied conventional methods to an unconventional market.
Let me share a practical example.
A commercial manager was hired to revive a beer brand in Cameroon that had become almost irrelevant. The brand had lost consumer interest, sales were declining, and many expected him to use the traditional market development playbook:
• Reduce prices
• Expand distribution
• Increase trade incentives
• Launch promotions
But he chose a different path.
Instead of focusing on the beer first, he focused on the consumer.
He asked a simple question: "What do Cameroonians love so much that they engage with it every day?"
His research revealed something interesting. Cameroonians love beignets.
From busy city streets to neighborhood corners, people buy and consume beignets daily.
Rather than fighting for attention through expensive conventional campaigns, he created beignet selling points across key towns and strategically positioned the beer brand within those locations.
The result was remarkable.
As people came for the beignets they already loved, they were repeatedly exposed to the beer. Curiosity grew. Trial increased. Consumer interest returned. Sales improved.
Was this strategy found in a textbook? No. Was it unconventional? Absolutely.
Did it work? Yes.
This is Africa.
Success often comes from understanding human behavior, local culture, daily habits, and community dynamics better than your competitors.
The companies that win in Africa are rarely the ones with the biggest budgets. They are the ones that understand the market deeply enough to adapt their approach.
Market development in Africa demands unconventional thinking.
At The KIMCO Group, we support international businesses, investors, manufacturers, and brands seeking to enter, expand, or strengthen their presence in African markets. We help organizations navigate market complexities, identify opportunities, overcome entry barriers, and unlock sustainable growth.
If you're facing challenges entering the African market, developing distribution networks, finding local partners, or scaling an existing project, let's talk.
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