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AMENA AFRICA

Fruit juice manufacturer

Service: Market entry strategy

Location: Senegal, Mali, Guinea, Ivory Coast, Burkina Faso, Togo, Benin, Niger, Cameroon

Mandate

The client wanted to understand their opportunity of establishing a manufacturing plant for their fruit juices in West Africa as opposed to a distribution model. A selected number of countries have been pre-selected by the client for further analysis

About Client

The client is a leading European fruit juice manufacturer with subsidiaries across the globe. The company is known for strong brands, high product quality, and sustainable innovations. The family-owned company excels in the international fruit beverage market.  

Client's industry

Manufacturing

Project duration

6 months 

Objectives

Our work aimed to advise the client on multiple verticals, market potential, distribution networks, Joint Venture partners, greenfield analysis. All verticals aim to advise on the ideal market entry scenarios for the client. 

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Our approach

A benchmarking exercise across the nine countries was initially conducted to narrow down on the number of interest countries. All markets have been assessed based on a suitability matrix.  

A market mapping with most suitable Joint Venture partners was conducted. In addition to that a model has been developed that clearly outlined the (dis)advantages of a Joint Venture vs a greenfield investment model. 

Results

Our on-ground research teams enabled the client to fully understand the local landscape and provided a coherent overview of the investment opportunities for their manufacturing plans. The client managed to increase their sales and is in the process of establishing a presence in the region.

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