Finding the right customers in the African market can be a time-consuming process. Being such a large continent, with as many as 53 countries, marketing one's products and services in African markets is indeed a challenging task. However, for a successful marketing effort, it is imperative to identify and associate with reliable and efficient business partners in key African countries. There are a number of ways to go about identifying potential trade partners. A good starting point is via an organisation that specialises in marketing and business promotion in the African markets. Such organsations have not only the necessary experience and expertise, but also the right contacts to help you in your marketing efforts.
Another useful tool to search for business associates in African countries is the Internet. Although the internet is not as widely used in many African countries as it is in the developed world, it nevertheless provides you with an opportunity to search for your business counterparts in several African countries. Dedicated websites like the Africa Business Pages (www.africa-business.com) provide useful information for those looking for business contacts in the African continent. However, before you launch yourself into a "search-and-target" operation, here are some pointers that will help you understand the mechanisms of the African markets and help you choose the right business partner for yourself:
