A company exporting successfully in Africa can expect to see any or all of these benefits:

Increased sales

Domestic market is relatively small and, depending on your industry, relatively easy to saturate. This means that exportingor investing in Africa may be the only way to increase your sales. Even if you aren’t selling everywhere in the domestic market, it may still be more cost-effective to expand your business by acquiring foreigncustomers. If a company does most of its business in Canada, USA, Europe or Asia for example, it may do better by expanding into the Africa markets bylooking for an agent or distributor to help sell your products.

Lower market vulnerability

The more diverse your markets, the less vulnerable you will be to downturns resulting from local or regional business cycles or from seasonal sales fluctuations. Diminishing sales growth in Canada or the United States, for example, can be countered by new sales in Africamarkets.

Extending the life of your products

Many products have a natural life cycle, beginning with high sales growth followed by a levelling-off period and then a decline. But you may be able to take a product that is falling off in sales domestically and introduce it (with appropriate updating or other changes) in a market where it has never been available. This strategy could substantially increase the longevity of your product.

Improving your competitiveness

Because the global market is so competitive, you’ll need to be very efficient and very focused on quality and innovation in order to succeed. This can only strengthen your ability to compete at home. In fact, businesses that are successful internationally often do very well domestically because they have learned so much abroad.

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