// PREDICTIVE INTELLIGENCE // established business can be challenged by a start-up offering less quality but a cheaper offering ( the growth of proximity small retailers called ‘ tuckshops ’ in South Africa demonstrate this statement ).
Start-ups definitely have to take into account branding to determine how they want their product to be perceived . Branding creates a culture which draws your customers to your brand for as long as you keep supplying what they like . A good branding strategy can maintain your customers for generations , given the culture created around it .
Africans like to identify themselves with what they consume , especially when it is part of their daily routine . Given the multiplicity of offerings from all over the world , having a good branding strategy can propel your product and maintain your company market share , despite newcomers in your niche .
You have to meet the customer demand or come with an offer that suits consumers ’ expectations to breakthrough in any market around the world . The good news is , in Africa , customers are very tolerant with the products they choose to use often , even if their expectations are not met . The reason is , when they have accepted the brand as part of their lifestyle , they stick to it until they have a better offer relating to the price .
This is why your pricing model is important in penetrating the African market . Your pricing must match your competitors but in a view to
not downgrade your brand as the pricing is likely to be perceived as related to the quality of your product .
When your sales grow , naturally you have to produce more and expand your operations ; this is where companies must rely on consulting firms that can be helpful in market research and market penetration . The know-how of the specificities of the African market is crucial to come with the right offer . Start-ups need an adequate business infrastructure and an efficient supply chain to increase productivity . �
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THE GOOD NEWS IS , IN AFRICA , CUSTOMERS ARE VERY TOLERANT WITH THE PRODUCTS THEY CHOOSE TO USE OFTEN , EVEN IF THEIR EXPECTATIONS ARE NOT MET .
Intelligent SME . tech
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