This course helps prospective exporters navigate the two most important stages of developing an export market. It begins with an overview of the fundamentals of export market research, including how to analyse trade statistics, interpret trade indicators, identify tariff and non-tariff measures and access the benefits offered by the AfCFTA. It then moves on to look at how to select an export market entry strategy, as well as a sales and marketing strategy, which may include participation in trade fairs and conducting in-market visits. 

After having completed this course, participants will be able to:

  • Conduct a trade flow analysis of African markets;
  • Determine the market access conditions for their chosen market;
  • Decide on a market entry strategy; and
  • Prepare an export sales and marketing plan.