Kenya - 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: 2021-09-13

U.S. companies interested in investing in Kenya must develop a good understanding of the market to succeed. This includes determining the best market entry channels. U.S. companies should consider partnering with Kenyan companies to serve as a local agent or distributor. Other channels include obtaining local franchisees or licensees. While some sectors allow for direct sales to end users, one should have a solid understanding of the logistics of the market as well as how to reach customers via advertising, which is increasingly done through social media or via targeted campaigns. In advertising, companies should consider local vernacular, particularly when targeting customers outside of main urban areas.

Typically, conducting market research involves visiting the market, which has traditionally been the ideal way to engage potential local partners, build relationships, and evaluating market opportunities. However, in light of COVID-related travel restrictions and dynamic lockdown guidelines, businesses are strongly encouraged to explore virtual engagements and should travel be absolutely critical, be familiar with current travel guidelines at https://ke.usembassy.gov/covid-19-information/. Virtual events, including webinars, can provide critical insights and business intelligence at a reduced cost and convenience. Further, Kenya has several strong business member organizations that can provide a good source of business development, networking, and market intelligence.

Most importantly, it is recommended you engage your local U.S. Export Assistance Center (USEACs) for market counseling, export strategy development, and to discuss the U.S. Commercial Service’s suite of offerings.