Democratic Republic of the Congo - Country Commercial Guide
Market Entry Strategy

Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.

Last published date: 2021-10-11

There are four possible market entry strategies:

  • Exporting to Congolese retailers: Because of a limited industrial base in the DRC, few finished goods are produced in the DRC.  The vast majority of consumer and finished goods are imported.
  • Joint-venture: Many sectors require in-depth knowledge or expertise, capital, and analysis of the market, which only a local partner can provide; entering the Congolese market through a joint-venture can be beneficial.  Businesses should be sure to conduct thorough due-diligence prior to entering into a joint-venture with a Congolese business partner.
  • Green field: opening a new office in the DRC.
  • Franchising: opening a franchise of a recognized brand in the DRC.

The nature of business in the DRC strongly discourages passive investment.  Traveling to meet partners is vital to ensure proper fulfilment of a project.  Companies with significant interests need to consider opening a representative office.