Machinery manufacturer

Service: Market advisory

Location: Nigeria


Advising the client on a viable growth model for the Nigerian market

About Client

The client is a world market leader in manufacturing refrigeration and air conditioning technology with over 3,500 employees worldwide.

You can’t see their products anywhere, but you can feel them everywhere. Refrigeration and air conditioning technologies are key elements of our world, and the client has contributed to this ecosystem with innovative products and services for the last 86 years.

Client's industry

Industrial cooling

Project duration

4 months


Africa is the second largest continent and also the second most populous continent in the world. Most of the continent is characterized by stability, security and a fast-paced business environment, especially in major cities such as Nairobi, Cape Town, Abuja and Accra. Africa’s growing middle class has considerable purchasing power, which contributes to a bright economic landscape. Your company should take advantage of this and expand its business presence on the African continent with the right distribution partner, who knows the local market, has an established network, logistics expertise and understands and masters the legal requirements. This will help you not to get lost in your expansion.

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Our approach

In order to fully understand the client’s key challenges, we conducted an in-depth assessment of the client’s operational and strategic market setup. This included the assessment of current operational procedures, decision making processes, logistical practices as well as the local market setup.

A market potential and market structure analysis were conducted to support the development of the client’s market strategy.


The client received an in-depth market analysis and recommendations on their market strategy. Based on our findings and recommendations the client was able to take fact-based decisions in restructuring their Nigeria operations. Changes to their market model, adjustments to their local sales approach and an enhanced understanding of the local market opportunity resulted in an increase in sales of more than 120% within the first year after our consultation.