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Feasibility and Business Planning for an International Cosmetics Brand Seeking Market Entry into Africa
Multi-level service packages that cover Market feasibility report and a comprehensive business plan.
Duration: 8 months | Year: 2024
The Problem
An international cosmetics brand aimed to expand into Africa, focusing on providing modern African women with safe, quality, and diverse cosmetic products. However, before committing long-term capital, the company faced significant challenges:
- Lack of understanding of the Nigerian market and viable business models for successful operations.
- Limited data on the African market dynamics and key factors driving the success of both international and local incumbents.
These gaps posed a risk to the brand’s strategic decision-making and potential market entry.
The Solution
SWC provided comprehensive feasibility studies and business planning to equip the cosmetics brand with actionable insights:
- Feasibility Studies & Business Planning: Delivered in-depth reports on the Nigerian market, detailing market share distribution among incumbents, prevailing business models, and strategic pathways using Blue Ocean and Red Ocean frameworks.
- Africa Market Analysis: Identified the top 25 emerging economies for cosmetics, including full-scope research on competition, pricing strategies, market trends, and opportunities for differentiation.
- Strategic Recommendations: Offered tailored business models and go-to-market strategies aligned with the brand’s objective of serving modern African women.
The Impact
Through SWC’s 8-month engagement, the cosmetics brand gained:
- Clear market insights into Nigeria and other key African markets.
- Data-driven strategies for market entry and sustainable growth.
- Identification of competitive advantages and strategic market gaps.
- Well-structured business models tailored to the unique dynamics of African economies.
These insights empowered the brand to make confident investment decisions and establish a foundation for long-term success in Africa.
The Story
When SWC partnered with the international cosmetics brand, the company was at a critical decision point—eager to expand but lacking the market intelligence needed for a successful entry.
SWC’s approach focused on uncovering the nuances of the African cosmetics market. The feasibility studies provided clarity on Nigeria’s consumer preferences, key competitors, and market dynamics. At the same time, the broader African market analysis highlighted emerging economies with high growth potential.
The business planning phase introduced strategic models tailored for both high-competition (Red Ocean) and untapped markets (Blue Ocean), enabling the brand to diversify its approach across different regions.
By the end of the engagement, the cosmetics brand had a comprehensive roadmap for market entry, backed by robust data and clear strategies.
The Investment
SWC’s in-depth feasibility and business planning services provided the cosmetics brand with:
- Reliable market data for informed decision-making.
- Strategic pathways for market entry and growth.
- Tailored business models aligned with regional dynamics.
- A clear understanding of competitive landscapes and emerging opportunities.
These deliverables equipped the brand to navigate the complexities of Africa’s diverse cosmetics markets and scale effectively.
