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 as a local agent or distributor. Other channels include entering local franchisee or licensee agreements. While some sectors allow for direct sales to end users, one should have a solid understanding of the target market and optimal marketing strategy to reach customers via advertising, which is increasingly done through social media or targeted campaigns. In advertising, companies should consider using Swahili or other local vernaculars, particularly when targeting customers outside of main urban areas.
Typically, conducting market research involves visiting the market, which is ideal to engaging potential local partners, build relationships, and evaluating market opportunities. However, before in-person travel, businesses are encouraged to explore virtual engagements as well as U.S. Commercial Service Nairobi virtual events, including webinars, which can provide critical insights and business intelligence at a reduced cost and convenience. Further, Kenya has several strong business associations and organizations that can offer good source of business development, networking, and market intelligence insights. For example, the American Chamber of Commerce (AmCham Kenya), is a well-run, membership-based business organization that offers a plethora of services and networking opportunities for U.S. businesses.
It is recommended that you start your market research through your local Department of Commerce U.S. Export Assistance Center (USEAC). The USEACs provide an entry point for your international expansion. They provide market counseling and export strategy development support, including through appropriate U.S. Commercial Service services to help you explore and/or grow in the Kenyan market.