This module explores aspects that need to be taken in account when entering an international market, with a specific focus on intra-African markets.  In addition to cultural, language and legal differences, all of which impact consumer behaviour and preferences, a country’s socio-economic factors also influence how goods are distributed, what people buy and how they make purchasing decisions. Therefore, the module aims to help African enterprises to identify the different market entry options available, make an appropriate decision for their own industry and product, and determine the most important considerations when contracting a distributor.