Multi-Country Expansion (Africa)
Mazzoni S.r.l. – Industrial Cleaning Equipment
Situation / Problem Statement
Mazzoni S.r.l., an Italian manufacturer of industrial cleaning equipment, aimed to accelerate growth across Africa. However, expansion beyond a single country was constrained by fragmented markets, inconsistent distributor quality, and high execution risk.
Task / Objective
Design and execute a repeatable, low-risk, distributor-led market entry strategy that enables multi-country coverage while protecting brand positioning, margins, and after-sales performance.
Key Hypothesis
A structured, capability-based distributor selection and validation model—combined with targeted negotiations—would enable faster market entry and support a scalable multi-country distribution agreement.
Action / Approach
We prioritized target African markets based on demand potential and route-to-market feasibility. A standardized distributor evaluation framework was applied across markets, assessing commercial reach, financial strength, technical service capability, after-sales readiness, and strategic fit.
High-potential distributors were shortlisted and validated through management interviews and reference checks. We facilitated targeted B2B meetings, supported commercial negotiations, and aligned contractual terms to enable regional expansion under a single multi-country framework.
Result / Impact
- 1 multi-country distributor agreement signed
- Accelerated time-to-market across multiple African countries
- Reduced partner risk through disciplined screening and validation
- Established a scalable, repeatable template for future African market expansion
Key Insight
In fragmented emerging markets, distributor performance is the primary determinant of success. A rigorous, hypothesis-driven partner selection process materially improves expansion outcomes compared to opportunistic distributor appointments.
Market Entry Specialist 