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DUBLIN–(BUSINESS WIRE)–The “Build a West Africa Presence” country profile has been added to’s offering.


Slowing growth in large, established markets such as China and Europe is prompting MNCs to raise sales in emerging markets, including West Africa. However, MNCs find that most markets in the region are too small to justify a direct presence in each. To compensate, MNCs attempt to scale their sales by relying on a local team or distributor to sell into several other markets. But West Africa’s fractured set of markets and myriad operating challenges frustrate MNCs’ ability to effectively enter new markets and grow sales region-wide. MNCs need to deepen their understanding of the region’s complexity, which will allow them to assess which channel models will be most effective in each West African market. Then they will be able to assess how they can utilize these chosen channel models to scale their operations across the region.

What you will learn

  • How to determine the optimal West Africa distribution model
  • How to scale presence across West Africa
  • Actions for multinationals to take to succeed in global markets

What you will receive

  • Immediate access to the 48-page PDF report
  • Exclusive email updates covering emerging markets business topics
  • Special discounts on future report purchases

Key Topics Covered:

Executive Summary

  • Defining West Africa
  • A Sizeable Region for MNCs
  • Capturing Growth Requires an Optimal Org. Structure
  • Evaluate an Optimal Presence for West African Markets

Understanding West Africa’s Complexity

  • Regional Complexities Create Challenges for MNCs
  • Characteristics of the Markets Vary Significantly
  • Regional Challenges Have Sectoral Implications

Determining the Optimal West Africa Distribution Model

  • An Overview of Channel Models
  • Analytical Framework
  • Company Factor #1: Sales Growth Horizon
  • Company Factor #2: Product Sophistication
  • Company Factor #3: Market Knowledge
  • Company Factor #4: Capital Commitment
  • Worksheet 1: Company Factors
  • Market Factor 1: Client Size and Dispersion
  • Market Factor 2: Operating Environment
  • Market Factor 3: Competitor Strategies
  • Worksheet 2: Market Factors

How to Scale Presence Across West Africa

  • Scaling Sales Across West Africa
  • How MNCs Approach Scaling Their West Africa Businesses
  • Assessing Scalability From Nigeria
  • Barriers to Scaling Operations From Nigeria
  • Worksheet 3: Scalability
  • Scaling Between Other West African Markets
  • Worksheet 4: Scalability Across the Region

Case Study: How One MNC Overhauled Its Regional Presence

For more information about this country profile visit



Laura Wood, Senior Press Manager

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